As digital channels dominate, these leading fundraisers say it’s the simple human-to-human phone call that continues to build trust, keep donors engaged and encourage giving. For Jenny and Braden, voice-to-voice connection is more than a tactic, it’s vital to their fundraising strategy.

“Connection is everything”

When Jenny Clarke joined Beyond Blue in 2016, they weren’t doing any telemarketing. “We weren’t doing direct mail acquisition either, none of those traditional streams,” she recalls. That all changed in 2017, when a structured donor development strategy was introduced. Telemarketing was quickly identified as a critical touchpoint.

“I think connection is everything,” Jenny says. “You can’t rely on one channel. It’s the multiple touchpoints that deliver the best results. Even if a donor doesn’t give on that first contact, that call might be the thing that brings them back later. It’s all part of the relationship.”

Phone has been a reliable channel for growth. Since 2017, Beyond Blue has recruited more than 13,000 donors through phone engagement, averaging more than 1460 new donors each year. Building on this momentum, Beyond Blue’s 2025 Autumn Appeal introduces a fresh, donor-first approach aimed at re-engaging lapsed supporters by offering more flexible giving options.

Beyond Blue has found that supporters engage differently depending on
the channel. “They might receive a direct mail pack but donate online. Or we might follow up with a call and they choose to give then. It’s about being present wherever they are.” The trust between fundraisers and their telefundraising partners is also essential. “With Apple Marketing Group, it’s a true partnership,” Jenny says. “They’re honest when something’s not working and they genuinely care about the long-term success of your program. That transparency matters.”

“Donors over 50 are craving connection”

Braden Spencer brings a similarly solid, savvy and strategic lens to his work at Baker Heart and Diabetes Institute. Fresh from the FIA conference, one takeaway stood out: “Everything I’m reading and what I heard at the conference reinforces this: if you’re trying to reach donors (especially aged 50 and over), they’re looking for genuine human connection,” he says. “But society is pulling us away from it. That’s where voice-to-voice fundraising steps in.”

In 2025, Braden made the strategic decision to reactivate phone recruitment with a goal of re-connecting 2538 donors, and has already secured 878 from the first phase. He also refined their regular giving retention strategy by introducing more targeted, timely conversations throughout the year.

The phone is central to a broader strategy that includes reactivation, donor care and retention. For Braden, phone calls offer something other channels simply can’t: “empathy, nuance and enduring relationships.” He admires the dedication of fundraisers who’ve spoken to the same donors for years. “One colleague has been having conversations with some of the same supporters for over 11 years. That says a lot about his commitment and how much donors value being heard.”

When it comes to building an effective telemarketing team, Braden believes it’s about more than skill, it’s about heart. “The people who do this work well are special. They bring compassion, listen deeply and care about the cause.”

Sentiment graph of new donors

The power of the welcome call

Both Beyond Blue and Baker Heart and Diabetes Institute have embedded welcome calls into their donor journeys to make supporters feel seen and valued from the very first interaction. At Beyond Blue, welcome calls are now a critical touchpoint. The results speak volumes. Donors who receive a welcome call are 3.5 times more likely to go on and make a regular gift. 

These calls serve multiple purposes: they welcome and onboard new donors; capture their reasons for giving; verify communication preferences; and reinforce the supporter’s connection to the cause. The impact is both emotional and measurable.

At the Baker Institute, welcome calls are part of an integrated approach to re-engagement. Every lapsed donor who comes back through the program is greeted with a voice-to-voice moment that sets the tone for a renewed relationship. These calls express appreciation, confirm details and offer meaningful touchpoints that strengthen supporter connections.

Looking ahead

Both Jenny and Braden agree: the future of fundraising won’t rely on just one channel, but conversations will continue to play a critical role. “We’ll always need to talk to people,” says Jenny. “It’s how you learn why donors give, what matters to them, and how to bring them closer to your mission.” Braden adds, “I’m excited about where things are going. There’s a lot we’re working on in the donor loyalty space — more to come on that. But no matter what tools we use, those real conversations will still be the heart of it all.” 

Want to spark more meaningful donor experiences? To continue the conversation and elevate your donor strategy, reach out to the team at Apple Marketing Group.