The challenge
Blind Low Vision NZ (BLVNZ) sought to relaunch their Your Impact membership programme, focusing on converting loyal donors into regular monthly supporters. The campaign targeted long term, loyal supporters who donate at a higher level than average.
However, this campaign faced several challenges:
• Over-60 donor base – Many donors were on fixed incomes, making monthly commitments difficult.
• Cost-of-living pressures – Economic factors made donors cautious about increasing their financial contributions.
• Maintaining loyalty – BLVNZ needed to honour the dedication of existing donors while introducing them to a new way of supporting the mission.
Our approach
Hot Leads crafted a strategy that prioritised empathy, flexibility, and quality conversations, ensuring that every interaction reinforced the strong relationship between BLVNZ and its donors.
1. Dedicated, personalised outreach
We knew these weren’t cold calls – they were conversations with people who already cared deeply about BLVNZ’s work. We dedicated 150 hours to personalised calling, prioritising connection and gratitude. Many of these calls resulted in follow-up emails to reinforce BLVNZ’s supportive services.
2. Empathy and flexibility
Recognising the financial limitations of many donors, we adopted a soft-sell approach, ensuring every interaction was meaningful and respectful as we:
• Expressed gratitude for past support, ensuring donors felt valued.
• Reassured donors that annual giving, as and when they choose and are able, was still impactful.
• Left each donor with a positive impression of BLVNZ, regardless of their decision.
3. A focus on call quality
We ensured our callers were well-prepared, empathetic, and knowledgeable about BLVNZ’s mission.
The outcome
Although many donors decided to continue with giving as and when they choose and are able rather than joining the Your Impact programme, the campaign strengthened donor relationships and maintained goodwill.
Key results included:
• Positive feedback from donors who appreciated BLVNZ’s work and their outreach approach.
• A stronger foundation for future engagement campaigns.
• Several new members joined Your Impact through the Hot Leads campaign, though slightly under target.
Joanne Eve, Relationships Manager at BLVNZ, shared her thoughts: “We gained several new members of Your Impact through the Hot Leads campaign. A little under our target but it’s great to hear that many people have positive feedback and are committed to supporting Blind Low Vision NZ.”
Additionally, BLVNZ’s decision to partner with Hot Leads for future campaigns shows the trust and value built during this initiative.
Why BLVNZ chose Hot Leads
BLVNZ’s feedback highlighted several reasons for choosing Hot Leads:
• Local expertise – “We wanted to try a new, local New Zealand agency, and the call quality was excellent.”
• Responsiveness – “Lisa and Grant always got back to us straight away.”
• Personalised service – “The team took the time to understand our needs, and their approach was timely, empathetic, and professional.”
• Exceptional call quality – “The callers were competent, understood the campaign, and provided great feedback during and after calls.”
Joanne also noted the difference compared to their previous experience with a large agency, appreciating Hot Leads’ personal touch and competitive service.
Looking ahead
The campaign’s success and the quality of service have secured BLVNZ’s decision to continue working with Hot Leads for their next campaign in February and March, which will focus on a complimentary Will offer running from March 17-30.
Why Hot Leads?
This case study showcases Hot Leads’ ability to deliver tailored telemarketing solutions that help charities connect meaningfully with their donors. Whether navigating financial challenges or building loyalty, we’re here to help your charity succeed.
If you’re ready to transform your donor relationships, get in touch with us today at 0800 HOT LEADS (0800 62 33 11) or 021 797 919.
