The Smithsonian was on the verge of cancelling its underperforming telefundraising program when it asked Avalon for help. Under Avalon’s management, the phone program has re-emerged as a positive contributor to the bottom line and a valuable channel for member feedback.
Enhancing Member Outreach through the Phone
The Smithsonian values its member relationships and takes the utmost care to ensure its communications are respectful, informative, and of the highest quality—which is one reason why phone outreach makes so much sense for their membership program. The interactive nature of the phone enables the Smithsonian to hear firsthand why members support the Smithsonian and any concerns they may have. It also is a more dynamic tool for determining specific member interests.
However, when the Smithsonian hired Avalon in 2002, the telemarketing program had essentially been canceled due to performance and quality concerns. Avalon’s challenge: get the program back on track.
Avalon’s tight telemarketing management practices immediately helped to address quality concerns. Over time we developed a pool of highly skilled, carefully trained callers who specialized in communicating the Smithsonian’s unique case for support. We also adjusted scripting to be more conversational and compelling—and gave callers more flexibility to engage in real, unscripted conversations with members.
Avalon also brought an analytical mindset to the program, enabling the Smithsonian to “call smarter.” This has been critical for maintaining strong performance when expanding into more marginal member segments and navigating a volatile economic environment.
The Smithsonian’s telemarketing program experienced a 20% increase in revenue within the first fiscal year of Avalon’s management. In addition, the number of members renewing their support through the phone increased by 34% within that year. In subsequent years, dollars pledged per contact has continued to strengthen despite the increasingly difficult economic environment.
Through the phone program, Avalon has also helped the Smithsonian keep an “ear to the ground” for member feedback. This has been invaluable for adjusting messaging to place greater emphasis on the philanthropic aspects of membership. More recently, phone campaigns offered insights into why higher-capacity donors weren’t giving as readily as in the past: their stock portfolios were suffering or they were helping relatives weather the financial crisis.