FOCUS AND SIMPLIFY FUNDRAISING: The most successful nonprofits will focus and simplify fundraising and their overall approach to communication. This doesn’t mean they won’t use a sophisticated multi-channel integrated marketing approach. It means they will focus on the essentials and simplify the fundraising.
I’m a direct response evangelist! I love all aspects of direct response marketing. But when is direct mail too personal?
In particular, I am a die-hard direct mail advocate. But when is direct mail too Personal?
Direct mail, as a communication and sales channel, is highly targetable, highly personalize-able, highly predictable, and highly measurable. And on top of that, it involves putting ink on paper! What could be better? And I also love online marketing. And most specifically online marketing that is integrated with offline marketing. Best of both worlds! But direct mail can be too personal at times.
Let me first say – I have the greatest respect and admiration for Charity: Water. Their business model, their passion and their commitment to what they do – and of course their entrepreneurial spirit – are infectious.