Back to direct marketing basics
If you have you have been a reader of our posts, seen us present, or have worked with us in any capacity, you will already know what I am about to tell you.
That we obsess over the foundations and fundamentals of exceptional direct response and direct marketing.
I like writing and talking about this obsession since far too often a lot of our friends and colleagues in the sector seem to be oblivious to some of these key things that will make or break ANY campaign. Be it to raise money or awareness.
Sadly, we continue to be a sector that chases shiny objects and new channels without understanding a few things that will ensure success and mostly lead you to failure.
Let’s start with the MOST important thing first.
1. Your list.
I will let others argue the actual percentage but I can safely tell you that 40 - 50% of the success or failure of your fundraising or marketing relies on your list.
Nothing else will impact the appeal or campaign like your list.
When working with a new client, the first thing I ask is, do you know where your “donors” have come from? Who is on your list and how they got there?
Even when we used to do acquisition appeals you could trade lists with other organizations or rent them from a broker.
If you were a breast cancer organization, trading a list with an environmental org likely wouldn’t make a lot of sense.
If you are mailing your donors who have only participated in your events, again… you’re potentially off to a bad start.
It doesn’t matter what channel or technology you are using. If “the list” is rubbish, the appeal or campaign will be too.
2. Your offer/ask.
I put a lot of emphasis on the offer/ask. It’s clear to me that a lot of orgs don’t realize you actually need one to be successful.
20 - 30% of the success or failure of your fundraising or marketing relies on your offer.
Conference after conference, you’re told that story is the most important thing in fundraising. And it IS important, but if you have no offer or a crap offer, a good story won’t help you.
Every appeal has to have one.
A classic, bullet proof direct response offer/ask is:
Give us $7 NOW or the dog gets it!
Why is it the perfect offer?
It states the problem: The dog is going to “get it” if you don’t do something.
It tells you the solution: Your $7 ensures the dog doesn’t “get it”.
It tells you what we need you to do: Give us $7.
It is urgent: We need the $7 now!
Bonus points for making the problem “donor solvable”. If I am a $10/year donor, this is something i can help with.
YOU need to craft an offer like this for EVERYTHING. Every appeal, every campaign, every channel, online or offline.
Unless of course you don’t need the audience to do anything. Then don’t bother.
3. The timing.
I know this seems obvious but you need to consider the timing of you are asking for.
Asking your donor to consider being a legacy donor in November… not such a hot idea. But the spring time? Perfect!
Starting a capital campaign at the beginning of a pandemic? Good luck my friend.
Talking about the snow and sending Christmas cards in August? Slow your roll there…
The other critical thing about timing is - it’s not where you are at - it’s where your donor is in their life. The timing has to do with them - not you.
Yes, that’s right. Only your accountant cares it is your year end. Most donors couldn’t give a fudge.
4. The creative.
Yes, I’m a storyteller but I know my lot in life. I could put together best looking appeal you have ever seen, tell the most amazing story, tactically executed to perfection but… if you haven’t considered the three things I’ve listed above… it will fail.
The creative needs to sing. It needs to stand out from everything else to get noticed and acted upon. Sending the same thing that everyone is sending to your donor will not work.
So to recap:
Do everything you can to ensure you are “talking” to actual humans who care or will care about the thing you want to talk about.
Be clear on what you are asking for, how they can help you with that, the action you need them to take to help and overlay some urgency on it. If it’s not urgent to you, why should it be to them?
Consider the timing of what you asking for - as it relates to them - the donor.
Be aware of the 1,000 small creative things that will ensure the envelope gets opened (whatever the envelope is) and move your donor or audience to take the specific action you need them to take to make sure your campaign or appeal would be considered successful.