“Direct mail is dead.”
“Social media is going to change the world.”
“Online is the only way to go.”
“Our donors don’t give to mail.”
“Telemarketing doesn’t work.”
“No one watches DRTV.”
After a few meetings this week and a bunch of reading, I am astounded at how much attention is given to specific channels in our sector and, how often I hear that because their donor doesn’t give to a specific channel, then that channel must be dead.
If charities spent as much time focusing on the ask/offer/message of what they want their donors to do, support and WHY they should care as they do on the channels they deliver their messages – what a different world this would be.
Donors don’t give to the channel. They give to the campaign.
Give your donor a reason to care, be frank with what you want, tell them how they will help, spread across channels evenly and you will win.