Use Credit Cards in Phonathon to Build Caller Confidence and Establish Creditbility

Success or failure with credit card percentage is often a good indicator of how the program operates overall, especially in terms of negotiation.  Most of the time, the main reason for low performance has more to do with callers being afraid to ask or just not wanting to ask than it does with the ability of the phonathon to acquire pledges on credit card.  If the requirement for asking is fairly loose and not enforced, chances are the callers will take the easy way out and just send pledge cards.  Industry average for credit card percentage is 20-25%.  If your program is performing at less than 20%, then you most likely have improvements you can make with a number of your callers.  If you're program is under 10%, then it's almost certain that most callers are not following a set structure.  And that responsibility falls squarely on management's shoulders.

When I take over a phonathon or make recommendations for significant changes, especially those that are seriously under-performing, I first need to win over the confidence of the calling staff and establish credibility.  Sometimes that is easy, and other times it seems like an impossible challenge.  One of the first things I do to turn around results is to work on credit cards.  If I can show callers how to substantially improve their results in this area, they are much more likely to listen to me when I give advice in other areas of negotiation.  Callers that miss out on opportunities to get credit cards will often miss out on pledges as well.  That's because it's the same skill set they use- the art of persuasion.  Since full blown negotiation takes time and is difficult to teach in just a few days, I start with something simple and easy that can have immediate results- credit cards.  Here are a few strategies I use to make an immediate impact.

Ensure that the exact wording you want them to use is scripted and given to the caller.  Don't leave it up to the caller to decide what to say.  Give them the exact verbiage you want them to use and enforce it practically verbatim.  That way everyone is using the same language and changes that you make can be universally applied more easily.

Enforce a credit card ask on 100% of all pledges.  The biggest reason why callers fail to get credit cards is because they don't ask for them.  Don't be fooled...callers are tricky.  I can't tell you how many times managers tell me their callers always ask for credit cards.  Then I listen to calls and find out that is far from the truth.  Callers will take the path of least resistance on most occasions.  If they feel any push back from the prospect, many will give in immediately and just send a pledge card.  Listen, monitor, and reinforce 100% usage of the credit card ask on all pledges...no exceptions.

Overcome at least one objection to giving on credit card.  Just like in the body of the script, callers should overcome at least one objection to giving on credit card.  Use needs and reasons inside the ask demonstrating that credit cards are important, such as saving money on postage, saving paper, time and energy, etc.  Persuasion is a significant part of getting a credit card, and it certainly comes in handy after they have been told no.

Be assumptive.  Avoid asking if they want to put their gift on credit card...assume they do and it's just a matter of which credit card they want to put it on.  Would that be your Mastercard or Visa?

Set nightly credit card goals.  Be sure to give the callers something to shoot for.  And reward them for good performance.  Make credit cards a standard focus and include them in all motivational contests.

Most importantly, after you begin to experience success be sure to keep the callers aware of the increasing results.  Keep raising the bar and let them know that prior performance is no longer applicable or acceptable.  Post their nightly or cumulative results in a visible location in the call center.  Now that there is a new minimum expectation, each caller has a role to play in team achievement.  Substantial increases in phonathon results are usually the product of starting with something simple and structured.  Not only will high rates of credit card acquisition secure better pledge fulfillment, it will also increase caller confidence, persuasion, and overall negotiation ability.  And those are the first steps toward complete program improvement.