Perhaps the sky is falling. You might get that impression reading this article at AdAge.com: Do-Not-Mail Movement Lurks in State Legislatures
... consumers are hanging up no-trespassing signs at most points of media entry. They simply don't want marketing messages thrust at them -- no matter how clever or engaging or empowering those messages might be -- and, thanks to a mix of technology, government intervention and old-fashioned indifference, have plenty of ways to live lives that involve engagement with brands only on their terms.
Consumers are saying no to marketing. They're figuring out ways to block pop-up ads online, watch TV without ads, keep marketers from calling them (especially on their cell phones ... and even (gasp!) limiting the amount of direct mail that comes into their homes.
More power to them, I say.
Because what most people want when they limit the amount of marketing that comes into their lives is less stupid, interruptive, irrelevant crap. And if they succeed at having less of that -- they'll have more time and attention for on-target, helpful, relevant messages.
(A telemarketing exec recently told me that people who have registered for the national do-not-call list respond to telemarketing at a higher rate than those who haven't. Because they get fewer telemarketing calls, and more of the calls they do get are relevant.)
The trick is to be in the relevant category. We need to be welcome visitors to our donors' homes, not annoying crap.
Three things you can do that will help:
- Be smart with your data. Apply models, CRM, whatever you can marshal to minimize contact with those unlikely to respond, while targeting those most likely to want to hear from you. This can make a huge difference, saving you money by lowering mail quantities in a smart way without sacrificing net revenue.
- Specifically ask donors what, when, and how you can communicate with them. Then follow their instructions. Your relevance level skyrockets! As do response and retention rates.
- Actually be remarkable, so people are proud and happy to hear from you and be associated with you. (This is the hard part.)
Technorati Tags: fundraising, relevance
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