Phonathon Planning: Recruiting and Training Volunteers

As social media marketing and mass media start to see declines, people are moving back to tried and tested fundraising methods. The phonathon is making a comeback and you should consider using it for your end-of-year campaign.

The success of a phonathon relies on strong, empowered volunteers to reach your donors. This article provides a detailed guide on recruiting and training volunteers for a phonathon.

Step 1: Recruit Volunteers
Step 2: Technology Training
Step 3: Prepare Phonathon Best Practices
Step 4: Prepare FAQs
Step 5: Develop A Communications Plan
Step 6: Prepare Your Messaging
Step 7: Communicate With Your Volunteers
Step 8: Volunteer Arrival Process

Step 1: Recruit Volunteers

Having dedicated volunteers manning the phones is your number one priority when setting up a phonathon. Making sure you have enough quality volunteers is always a challenge. Here are some ideas of the types of volunteers you can recruit to make calls.

Who To Recruit:

Brand Ambassadors: People who actively participate in your organization’s events and are passionate about the work you do.

Board Members: Board members are on the board because they care. Ask them to go the extra mile and pick up the phone.

Students: High School and college students affiliated with your organization may be happy to join the phonathon. As a bonus, they will bring their friends to join as well.

Youth Groups: Many youth groups have community service obligations. Reach out to local groups and see if they have teenagers who would like to participate in a community event. 

Retirees: Many retirees are looking to stay busy and find impactful social activities to stay involved in. Go through your list of contacts and reach out to people who may be looking to help.

Sales Experience: Individuals who work in sales may be perfectly suited for connecting with a potential donor.

Step 2: Technology Training

Providing the right training to your volunteers will make your phonathon efficient. Most likely you will be using some type of technology to help your volunteers reach donors. Make sure you provide training on properly using technology.

For the most powerful yet intuitive Phonathon Software we recommend PhoneRaise. PhoneRaise is a simple web-based app that helps you reach your donors and raise more money. PhoneRaise is the perfect tool for a phonathon and makes it very easy to manage volunteers and donations.

Step 3: Prepare Phonathon Best Practices

Make sure you take time to think through the details of what may happen during or after a Phonathon. Best practices on how to use PhoneRaise may include:

1. How to reach prospects: The best channels for contacting prospects. Will you be using phone calls, texting, WhatsApp or email?
   
2. Donor-centric language: The type of messaging to be used when contacting prospects
   
3. Late responses: Make sure the volunteer knows what to do when someone responds to their text or call after the campaign is over.
   
4. Ask for the pledge amount: If someone says they will donate online make sure to ask them how much they plan on donating. You can then enter this as a pledge with an amount.

Step 4: Prepare FAQs

A volunteer should have a list of frequently asked questions with easy answers. Here are some common questions.

1. Are you a 501(c)3 nonprofit organization?
2. Can I mail in a check?
3. What is the address of your organization?
4. What is the URL where I can donate?
5. Is there a fundraising goal?
6. When does the campaign end?
7. What % of donations go directly towards programming-related expenses?
8. Can I talk to the executive director?
9. Can I give via a Donor Advised Fund?
10. Can I give via Zelle, Paypal, Venmo, or Cashapp?
11. Do you accept bitcoin?
12. Can I give in honor, or in memory of a loved one?
13. Can I donate towards a “team” or fundraiser?

Step 5: Develop A Communications Plan

Decide how you want your volunteers to contact donors. Should they call first? Call then text? Every community is different and how volunteers should communicate with donors will vary from organization to organization.

Suggested Plan:

We suggest setting up the following protocol.

1. Call the primary phone number first.
2. If there is no answer, call the secondary phone number.
3. If there is no answer, send a text message to primary and secondary phone numbers.
4. Wait until the next day to try the same process again.
5. If neither prospect has a mobile phone number use the home number instead.

Alternative Options:

1. If your community uses Whatsapp extensively, substitute the text message with a WhatsApp message in step three.
2. If you are uncomfortable calling or sending a text again on the second day send a follow-up email on the 2nd day.
3. An alternative way to run your campaign is to start with a text message asking for a donation and state that you would be happy to follow up with a phone call to discuss their participation in the campaign.

Step 6: Prepare Your Messaging

Whether by phone or by text, A volunteer will only have a few seconds to make an impact on a potential donor. Make sure you take time to think about messaging and what you want your volunteer to convey to the donor.

Introduce Yourself: Mention your name and your connection with the organization you are calling from. This not only gives a good opening but is also required by FTC regulations. 

Focus on the mission, not the goal amount: Your message should be focused on what impact the organization is having and what the money is needed for. By highlighting the larger purpose of the campaign, you can motivate both donors and callers to feel good about what they’re doing!

Keep the language donor-centric: When talking to the donor make sure you are using language that focuses more on the donor and less on your organization. Speak to them about their gift, their impact and how they can make a major difference. In short, less “we” and more “you”.

Previous gifts and new asks: Donors may not remember how much they have given in the past. Help them out by telling them how much they have donated to a recent campaign. You should also have an “ask amount” for each donor that is usually more than the previous donation amount.

Always be appreciative: No matter what the outcome, end the call by thanking the prospect for their participation and their past or ongoing support.

Let the prospect dictate the call: Most calls will be 30 seconds or less and will end up being straight to the point. Occasionally you will have a prospect who is less hurried and is willing to schmooze a little. Take the time to talk to them and hear what they have to say. It is never a good idea to try and rush a donor so you can move on to the next call.

Step 7: Communicate With Your Volunteers

Before volunteers even show up they should know what is expected of them and understand what they will need to do.

48-Hour Notice: Two days before they are scheduled to volunteer, send an email with three components. 
1. Reminding volunteers of the phonathon start time and location.
2. Get volunteers excited for the fun vibes, good food, and prizes for everyone.
3. If using PhoneRaise give volunteers a heads up about PhoneRaise and tell them to look for a follow-up email on how to use the technology.

24-Hour Notice: Send volunteers a guide and tutorial on what they should expect when they arrive. The email will include the following:
1. Tutorial Video
2. Phonathon best practices
3. Thank volunteers for their help.

Three-Hour Text Message: Three hours before the Phonathon starts, send volunteers a text message reminding them of the start time and any other last-minute information they need to know.

Step 8: Volunteer Arrival Process

Make sure you have a simple and efficient check-in process when volunteers arrive. Your goal will be to get them to reach donors as fast as possible.

Check-in: Volunteers should be greeted at the Check-in table and thanked for coming.

Set A Goal: Ask your volunteers to commit to contacting a set number of people during the phone-a-thon. A good target number is 50 people during a 90-minute session.

Provide Materials: Make sure volunteers have the materials they may need including a wifi password, script, notepad, pen, best practices and FAQ paper.

Grab Some Food: We all are more relaxed when our stomachs are not empty.

Refresher Training: The volunteer should have received training in advance of the phonathon. If they did not watch the training or need a refresher, a technical support staff member should be on hand to help out.

We hope this volunteer training guide will help your phonathon reach new heights! Make sure to also read: Phonathon Planning: Seven Crucial Steps To Success and learn how PhoneRaise can help you raise more money.