Radio Team Report - Phone Number

Greater Atlanta

Unitarian

Universalist

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Phone Number

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Phone Number - 404-542-GAUU ... 404-542-4288

We were cautioned by both the Radio Team's Mr. Reed and the WABE 90.1FM Account Exec. that advertising a phone number would not be effective. We nevertheless proceeded with our plans and obtained a special phone number for this pilot program for two reasons:

Our primary goal was to monitor the effectiveness of advertising during NPR programs. Tracking calls made to a special phone number is one more tool for measuring effectiveness. During UUA's national campaign in 1995-97, they gave only a toll-free 800 phone number for more information.
Consideration of those PBS/NPR listeners who do not have internet access or who are more comfortable with using a phone rather than a computer was a key issue. We wanted to ensure that every listener had a means to contact the Radio Team for more information (and for us to track that contact).

Full Time Receptionist

Once we decided to obtain a special phone number to track listener's contact, we worked to find someone who would be able to:

Answer our phone number (404-542-gauu) Mondays through Fridays, 9:00am until 5:00pm. To aid the receptionist in retrieving important information from each caller, we created a script that he/she could use for reference (Appendix B, Phone Script).
Log every phone call made to 404-542-gauu and get information from the listener (Appendix C, Phone Call Log).
Take a message for the appropriate ministers and relay the request for more information to the ministers. We wanted to make sure that the initial phone calls helped connect the caller with at least one congregation.
Be able to answer general questions such as:

We needed someone knowledgeable about UUism, but we decided that asking a minister (or team of ministers taking shifts) was not necessary. To help the receptionist answer basic yet important UU questions, we copied a reference sheet which gave "Definitions of Unitarian Universalism" as well as a summary sheet of every Georgia congregation for locations and service times (Appendix H, Reference Material).

Only one participating congregation has a full-time receptionist/Administrative Assistant. After checking that person’s availability and interest, and soliciting the congregational reps for suggestions (e.g., we asked if any had homebound members who could fulfill the job requirement), it was decided to ask the established receptionist/Administrative Assistant if she would fulfill the position. She agreed, as did her supervisor.

Land Line or Cell Phone?

The congregation whose Administrative Assistant agreed to answer our phone was finishing a renovation and construction project. Their offices were being moved, as were their phone lines. It was physically possible to add a separate phone line to their equipment, but the timing was not ideal. This congregation's move was delayed for two weeks, causing us to delay our campaign's kick-off. After the first week's delay, the Radio Team decided to proceed with the campaign, obtain a cell phone and use it to answer 404-542-gauu calls, and allow the Administrative Assistant to track the calls as previously discussed. One of the Radio Team members carried the cell phone for two weeks while the offices were moved and settled, but because there were so few phone calls, we decided not to incorporate the Administrative Assistant's efforts after all. During the entire campaign, 12 weeks, we received one, single, solitary phone call. We repeatedly tested the phone and confirmed with WABE 90.1FM the phone number was correctly advertised. We proved earlier predictions correct that advertising a phone number for UUism on this campaign was not effective.

Conclusions

It is not beneficial to advertise a phone number for UUism. Mr. Reed had predicted that unless we were selling an item or pushing something with a deadline ("Call Now!"), then it would not be worth the expense and effort – he was right.
Congregations’ publicity efforts often attempt to provide multiple contact information. Providing a phone number in radio ads does not seem to be an efficient use of the limited air time. Our data indicates that promoting websites is much more effective than phone numbers.