Telemarketing is Dead

http://www.technologyinthearts.org/2012/03/telemarketing-is-dead-and-i-killed-it/


I read a fascinating article this morning (click on the link above) about telemarketing and fundraising with regard to "millennials", or people in the 18 - 24 age range. The writer of this article spells out the future of fundraising pretty clearly, and organizations need to adapt quickly before they turn off potential donors for what could be a long relationship.

The writer of this article points out that younger people build relationships differently, and only use their phone to talk to a select few people in their life. Most of their communication is done via text, tweet, facebook, blog etc. For them, the internet is how they communicate, do business and gather information necessary to their daily life. The writer points out that when a fundraising organization calls him on his phone, it feels like a confrontation and he is upset. He is much more likely to give if he is sent a direct link to the organization along with the ask.

This is where Tessittura, and other companies like it, can really help. The ability to approach donors differently based on their age and plan out different courses of action is becoming more important, as the millennial from the article pointed out. Fundraising professionals must have the tools that Tessittura, Patron Manager and others offer in order to more effectively plan their campaigns. Many arts organizations have been slow to understand that younger people do not follow the traditional subscription model to attending performances, will these same organizations be quicker to understand the differences in reaching this audience for fundraising? Their future may depend on it.