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J-Mail

Agree that publicity is over-rated. Two years ago, we had a lot of publicity localized to one area of the country that corresponded exactly with a direct mail campaign we did nationwide. I then compared how that appeal did in the localized area vs. nationwide relative to other appeals, and was surprised to find that the % of donations and dollars from the local area for that campaign ranked just slightly below average relative to other campaigns that had no publicity.

Kivi Leroux Miller

It's all about matching tactics with goals and audiences. Clearly, expecting PR alone to generate donations is not a good match. I've responded with more on my blog.

Nancy Schwartz

Jeff, I run into this "blinders" focus on publicity time and time again. It's amazing how many folks -- nonprofit and for-profit -- think that's all marketing and communications is.

My strategy is to educate on what marketing is and briefly describe how various strategies are used to reach various goals -- using concrete examples. It usually takes a few conversations but frequently I do get an "aha."

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