Why does your fundraising video/letter/website fail?

It all comes down to understanding the basics of direct marketing:


1. The List or target audience – who are you speaking to? How well do you understand their motivations and barriers?


2. The Proposition – what do you want them to do & why should they do it?


3. The Response Channel (not the broadcast channel) – how will your audience (not anyone else’s!) respond to your proposition?


And only then do you fix on:

4. The Broadcast Channel

5. The Best Creative Approach (for that channel)


Most fundraising fails through not getting the first 3 right, because it then leads you to make the wrong decision on the last two.



Leave a comment

Filed under Direct mail fundraising, Email fundraising, Fundraising, Online fundraising

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s