Why Not Take the Least Expensive Path from Point A to Point B?

One of our clients still spends 80% of his planned giving marketing budget on direct mail and only 20% with us even though our digital marketing has proven to deliver better results from 80-year-olds at a fraction of the cost.
What’s stopping him from changing? Sadly, his boss! She doesn’t want to stop doing what they’ve been doing for years even though it no longer works.
 
In desperation we wrote an email that read:

“If your goal is to attain 100 planned gifts from 80 year olds, then why do it the expensive way? If you can achieve that same goal for 1/10 of the cost, shouldn’t you do it the least expensive way? Shouldn’t you take the least expensive path from point A to point B? In this case, that would mean cutting out direct mail and postage since we’ve proven that your planned gift prospects ARE online!”

 
So my message to you is this:  Are you clinging to old, expensive methods?  If so, why?
 
 

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