When done right, email and print work very well together to produce results.
But too many nonprofits turn those effective channels into “spam” and “junk mail.” I call this brand of offensive, obnoxious, and irritating marketing “spamming, spraying and praying.”
Here are 3 questions to consider before you hit that button or sign that purchase order yet again:
- Did you get their permission to communicate with them? If not, and you ‘appended’ emails before you blasted away, shame on you! You wouldn’t like that, would you? So why would your donors?
- Did you give your direct mail supporters a chance to opt-out of getting your communications? I realize you probably have never been asked this question. But why not give people on your list the opportunity to opt out? If they don’t want to get mail from you, you’d be better off. By removing the least likely to give, you’ll save a ton of money on printing and postage.
- Did you get results? I know a fundraising firm that charged a nonprofit $360,000 last year for their digital services yet their spam efforts only resulted in $126,843. If what you’re doing isn’t working, stop before you damage your nonprofit’s reputation forever.
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