Love! Ahh…. love. Is there anything better than love? Love is great. But when it goes too far and becomes an obsession, there’s a problem.
Recently someone over-enthusiastically posted a discussion topic on one of my LinkedIn Groups promoting direct mail’s benefits. I’m not against direct mail. In fact, I love direct mail too. But the obsession has to end! One should never become infatuated with a single media channel.
Evidence of her enthrallment was provided in the form of a chart that showed how research found that most major gift donors for most organizations originated from direct mail marketing.
Well of course they did! That’s the only kind of acquisition marketing most organizations employ.
Obsessions aren’t healthy. So here are my recommendations for ending your obsession with direct mail:
After all that, if direct mail continues to deliver the best return on investment (for lifetime value of a donor), stick with it. But, whatever you do, don’t stick your head in the ground. Your obsession with any single channel could be hurting you.
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