Podcast

Angel is one of the UK's leading charity-specialist telemarketing agencies.

Our team had 750,000 charity telemarketing conversations in 2024 on behalf of 50 of the UK's most well-known charities.

Check out our series of podcast episodes with colleagues from across the charity sector which aim to share useful insights and anecdotes born out of our unique partnerships in the charity telemarketing world.

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Why trust Angel's insights?

We have 20 years of charity sector experience - this is our specialism.

Our team had 750,000 charity telemarketing conversations in 2024!

We work with 50 of the UK's leading charities every day, so we're insight rich!

Let's chat about how you can capitalise on telemarketing opportunities

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Podcast: How is the telemarketing space evolving?

Our head of client services Jack Boardman joined Lucinda Rouse (Third Sector) and Phoebe Cooper (RSPCA) to share insights on how the telemarketing space in the charity sector is evolving, opportunities for charities to explore and a case study from a hugely successful Gift Aid calling campaign.

Take a listen ☕

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Read Below: A case study on how we unlocked £230,000 for the RSPCA on their very first Gift Aid calling campaign...

The problem

The RSPCA was claiming £5 million worth of Gift Aid but identified that a staggering £1 million was going unclaimed.

Historically, RSPCA have attempted direct mail and digital campaigns to convert eligible Supporters to opt-in to Gift Aid, but the response rates were around 1% for each channel individually, which wasn’t enabling RSPCA to realise the Gift Aid income potential available.

How could RSPCA unlock this trapped income?

The plan

Angel identified that through the power of a phone conversation, a much greater proportion of the income could be unlocked, so we set some objectives for a Gift Aid calling campaign to Supporters who were potentially eligible for Gift Aid, who didn’t have an active Gift Aid declaration.

We curated bespoke calling scripts, ran dedicated fundraiser training sessions and developed custom campaign reports to ensure maximum success.

Angel also identified that RSPCA’s products and campaigns were being restricted by a silo effect, resulting in missed opportunities to cross-sell legacy propositions to warm Supporters in a personalised way, limiting ROI and LTV. We recommended an innovation workshop to improve ways of working and performance.

The outcome

We managed to secure over 3,000 Gift Aid declarations on the very first large-scale mop up campaign, yielding over £230,000 in income for RSPCA.

We also managed to secure over 6,000 positive marketing opt-ins across post, phone, email and SMS by using a dynamic logic based approach whereby we only asked people to opt-in to channels they hadn't already opted-in to.

The ROI (return on investment) is projected to be around three times the cost to run the campaign - an overwhelming success!

Across RSPCA’s entire multi-channel Gift Aid campaign, 98.3% of Gift Aid declarations were secured through our calling campaign!

Further innovation and optimisation

We have successfully rolled this out as a rolling BAU campaign 🥳

Angel also ran an innovation workshop at RSPCA HQ to encourage cross-departmental and cross-product thinking, to encourage a more tailored and flexible cross-selling strategy to uplift the value driven from outbound calling campaigns.

A Gift in Will cross-ask was introduced to the Gift Aid calling campaign, and this innovation took the campaign to new heights in terms of ROI, and it also enabled us to identify existing Legacy pledgers so that this income could be accounted for.

This also means these Pledgers can now receive a tailored, highly-engaging stewardship journey.

We have also utilised generative AI to convert speech (phone conversations) to text en masse, which can be analysed by new AI software to provide insights on Supporter motivations and interests.

This is enabling us to converse with RSPCA Supporters about topics and case studies which are of interest to them, creating a stronger bond between the charity and its Supporters.

We've also successfully launched programs informed by our strategic partnership with RSPCA with clients such as WaterAid, World Vision and Marie Curie.