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Mass marketing, relationships and trust.

Greg Warner is CEO and Founder of MarketSmart, a revolutionary marketing software and services firm that helps nonprofits raise more for less. In 2012 Greg coined the phrase “Engagement Fundraising” to encapsulate his breakthrough fundraising formula for achieving extraordinary results. Using their own innovative strategies and technologies, MarketSmart helps fundraisers around the world zero in on the donors most ready to support their organizations and institutions with major and legacy gifts.

One-to-many marketing/fundraising relationships are the same as personal relationships.

Trust is essential.

But, if you send spammy emails and direct mailers that are impersonal, irrelevant, interruptive, and annoying, your supporters won’t trust you or your employer.

They’ll feel that you abused the permission they granted you when they opted in to receive your communications (assuming they opted in at all).

Then, once they’ve lost trust in you, they’ll no longer want a relationship with you and, they certainly won’t give.

So as you prepare your next one-to-many marketing/fundraising communication, behave the same way you’d conduct yourself in a one-to-one personal relationship.

Because mass marketing can only be used to build relationships if it builds trust.

 

Related Posts:

>>Are you building trust?
>>7 captivating ways to build trust so your fundraising efforts work better
 

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