Cold calling was under the microscope at a session "Mastering the Art of Discovery Calls" during the recent Association of Fundraising Professionals International Conference in Chicago, Ill. Advising fundraisers about myths in telemarketing, Eli Jordfald, senior major gifts director at the University of North Carolina-Chapel Hill, Lineberger Comprehensive Cancer Center, advocated for a donor-centered approach in making discovery calls.

Whereas as some consider the goal of a discovery call is to get an appointment, Jordfald said that a discovery call should be to assess whether a visit is appropriate. Ideal targets for a discovery call should be past donors, first time donors, alumni, donor referrals or people from screened patient lists.

"This shift in focus takes a lot of the pressure off making the actual discovery call," said Jordfald. "It totally shifts the perspective on how we approach this fundraising technique."

Jordfald also said that when fundraisers believe that they should not reveal their job title in the first call, they should actually be doing the opposite. "The job of a fundraiser is to raise funds for your cause," said Jordfald. "It is important to be upfront about what you do."

In addition, where most people would say that patients would prefer not to discuss their illness or their medical treatment, Jordfald has found that most patients are eager to talk about their experiences.

Keeping these aspects in mind, the storyline fundraisers should follow includes an opening, questions to assess interest in your cause, questions to validate capacity and questions to determine what next steps need to take place.

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