Good stuff here – beware of your own boredom with things that work 🙂
Monthly Archives: March 2014
Yes, these are the right 5! Esp. number 3 🙂 Via @MLInnovations
For the first author-guest-post, I invited Stephen F. Schatz, CFRE, author of Effective Telephone Fundraising: The Ultimate Guide to Raising More Money, the definitive book about how to make a successful appeal using the phone. Steve and I worked together as telephone fundraising pioneers. In his book, for which I wrote the Foreword, he reveals most of our proven techniques. Step-by-step, his book shows the right way, the most effective way to do telephone fundraising. As the back-cover says, “Despite the advent of sophisticated fundraising methods via the Internet, social media, and other online platforms, the bottom-line truth is: good old-fashioned telephone fundraising still works, bringing in…
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I took part in two great Twitter chats over this last week or so. One was instigated by Damian O’Broin (@damianobroin) of AskDirect – you can read a Storify of it here: http://bit.ly/1pxWiHZ
The other started off the back of the response to it from Danielle Atkinson of Merlin (@roxymartinique) – which you can read here: http://charity-chick.blogspot.co.uk/2014/03/getting-basics-right-2-direct-marketing.html?m=1
Both are about what one thing you should do to improve direct marketing fundraising.
Damian’s chat focused on inspiring people, Danielle insisted on robust testing and measurement of the response of large numbers of people.
Both are right.
Direct marketing fundraising is a double-sided coin. On the one side the individual is writ large, because as the great advertiser Fairfax Cone said, we must
Write to one person, not a million
(Thanks to @jeffbrooks for that)
On the other side of the coin, you have the response of the million, or the ten thousand, or however many people your audience is made up of.
The King or Queen, and the realm, if you like.
And our job is to flip the coin in our minds – from one to many, and from many to one. Every day, every week, every month, and from one year to the next.
It’s challenging, and it’s exhilarating. And when you get it right, there’s no job like it.