Association's second telemarketing effort is a success

The 1993 telemarketing effort resulted in more than $400,800 in donations to the university's Annual Giving Program, reports director of annual giving J. Mark Hutchins.

In only its second year, the telemarketing total was up almost 400 percent over the inaugural year.

"We are extremely pleased with the success of the telemarketing effort this fall," said Hutchins. "But telemarketing is just one integral part of the Annual Giving Program. Our direct mail pieces and alumni chapter phonathons are equally vital to achieving the goals of the Annual Giving Program."

The telemarketing effort centers on using trained employees, in this case current students, who contact alumni by telephone to solicit contributions to the university's Annual Giving Program.

In a 10-week period this fall, the telemarketing staff of 30 students attempted to contact alumni from each college and school, 40,000 in all, asking them to participate.

Hutchins said the reaction of those called was one of enthusiasm over the direction the university is headed for the 21st century. "Our alumni were excited about hearing from the students of their alma mater," he said. "And they shared with the students their appreciation for Mississippi State and the work the university is doing to prepare itself to educate our young people for many years to come."

He said the response of the colleges and schools was equally impressive. "The deans and faculty members of the colleges and schools participated in the telemarketing on the nights their alumni were being solicited, lending moral support to the student callers and personally thanking their alumni for supporting their area," explained Hutchins.

Begun by the late J.E. "Red" Ruffin in 1981 as a means of bringing more private gifts to the university, the Annual Giving Program supports important programs, including the Mississippi State Alumnus magazine, student services and recruitment, alumni chapters and societies, faculty and staff recognition, government relations, and many others.

This fall, the Annual Giving Program moved to a college/school based approach which allows contributors the opportunity to designate their gift to help benefit a particular college or school of the university, as well as the university-wide sponsored programs of the Alumni Association.

Hutchins said annual giving solicitations will continue this winter and spring with direct mail pieces to alumni and friends. In addition, for the second year in a row, parents of Mississippi State students will be asked to lend their support to the Mitchell Memorial Library when the Alumni Association's Parents' Fund begins in January.