PROTECTING THE RELATIONSHIP
OPERATING ARCHIVE · 2013–2026
Why we do not over-dial people who know the charity
Random-number polling can require hard dialling, but existing donors, customers and hand-raisers must be treated as relationships rather than spare numbers.
A dead random number cannot hate the organisation. A donor, customer or person who signed a petition can.
The list changes the rules
Random-number research may need dozens of attempts to find one live voice because many generated numbers do not exist. That does not justify using the same pressure on people who already know the organisation.
Recognition is valuable
Upgrade work performs well partly because donors know and trust the charity. Repeated careless calls can spend that trust faster than a campaign earns money.
The dialling amount must adapt
On strong numbers the system may need only around 1.2 attempts per available agent. On poor research numbers it can try much harder. We change the pace with the list and the relationship, rather than chasing one maximum setting.