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.