A Different Way to Generate Leads

Some might say there are as many ways to generate leads for business as there are bagel varieties in Manhattan. In the past three years of freelance copywriting, I have worked diligently in putting together my lead generation list, preparing letters and doing follow-up calls.

I'm the passion marketer's copywriter. The passion market applies to anyone selling a product or service that could use drama to increase ROI and sales. My first love is fundraising and I've recently gone back to that sector. But fundraising comes in lots of flavors and in looking at all of the wonderful charities, I went back to where my heart and passion lie: animals. My very first assignment two years ago was an appeal for a humane society.

I decided to do lead generation differently this time. And that's the reason why I wrote this article. I wanted everyone to have the benefit of my experience, particularly if you find your large lead generation list a little overwhelming.

Charity Navigator

For those interested in writing for non-profits, go to a web site called Charity Navigator. They house an extensive listing of non-profit organizations that you can contact to get fundraising work. The web site splits charities up into easy-to-use categories like animals, children, cultural, or environmental.

One of the things I like best about Charity Navigator is the statistics they provide. On one page, you can see how much money raised goes into fundraising efforts as well as how much money is spent on fundraising. For instance, if you see that an organization has a budget of over $1 million but only spends $36,000 on fundraising, it's likely that they have a large in-house staff that does all of their writing for them. But don't let that stop you.

Also, Charity Navigator divides charities into rankings. Charities with four stars are at the top of the list and that's where I usually start but it doesn't mean that a one-star charity is bad. You can get the contact information easily, which I copy and paste into a Word document.

Phone First Not Last

Here's where the twist comes. Most people teaching freelancers about lead generation will suggest you send out letters to the appropriate people and do follow-up calls.

I decided to turn that theory on its head. And I've had good results.

What does that mean? It means I make the phone call and establish the relationship first. In part, it's because I need to find out the name of the development director -- that's who hires freelancers for fundraising appeals. But I want to establish the relationship first and then send the letter so I always ask to speak to the development director or leave a message on their voice mail. I don't send a letter out ... even by snail mail ... until I've reached that person. And at least 50% of the messages I leave are returned.

I've also found a way to make this a zero cost effort. I have a phone plan -- and I think many long distance providers have a program like this -- where I pay a little more money each month but my long-distance calls are free. Also, I'm finding that the people I'm talking with would rather have an e-mail letter than something sent in the post.

So, How Are You?

I went to a seminar a couple of years ago where it was suggested that you never want to use the phrase "how are you?" when you're doing cold calling. I tried very diligently in the following year to never say those words when I was calling someone for the first time.

I failed miserably at it.

I just naturally ask that question and so I've decided not to fight it. When I make a phone call to someone, I'll say who I am and ask how they are. Many are happy to have someone ask and are quite conversational. For those who arch a suspicious eyebrow at the mention of those three little words, you'll know it instantly and you can just proceed with your business.

I've also done something different with my list. Instead of having a list of 600 companies to contact, I break it down into a discrete bunch. I work with about 35 to 40 organizations at a time and I work the list to death.

Color Me Successful

I've also come up with a color code that has really been helpful for me and hopefully it will be for you too. When I'm starting with my fresh list, I use a black font for everybody's company and name. When I leave a message, I change that color to blue with the appropriate note next to their names. If I can't reach an organization, I change the font color to green, and when I've reached someone and they've asked for a letter, I make it red.

The goal is to have a list that's completely red whether someone is interested in hiring me or not. When I have a development director tell me that they have a large staff of writers or that they contract out with an agency, I always make sure to ask if I may them a letter anyway and check back with them periodically. So far, no one has said no.

The introductory letter leads to my web site where people can see samples, read testimonials and learn more about me. If you don't yet have a web site, offer to attach samples ... no more than 3 ... to your letter. The web site is a terrific marketing tool for a small amount of money per month.

Moving On

I won't move on to the next group of organizations until I've gotten through the first list, following up with every message that has been left and every phone number I couldn't get through to.

I've also found that there are certain times to call that are better than others. I never call on Fridays and I always call in the afternoon. Mornings tend to be taken up with staff meetings and crises from the day before.

I hope you'll be able to use these strategies in your own freelance business.