The Top 3 Reasons Spray-And-Pray Fundraising Communications Fail

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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.

The traditional spray and pray marketing communications tactics just don’t work. Here’s why:

1. They are Irrelevant
In this day and age, people get bombarded with thousands of messages a day. To cut through the clutter communications must be relevant. If they aren’t they’ll be easily overlooked.

Spray and pray marketing communications lack relevance, so they fail.

2. They are Interruptive
When people get interrupted something happens to their ears and eyes. They shut down! No one likes to be interrupted. It’s annoying!

Spray and pray marketing communications interrupt and annoy people, so they fail.

3. They are Unengaging
Which works better, telling someone how to fish or getting them to try to fish with your help? Of course, you know the answer. People learn more and understand concepts better when they involve themselves deeply with information so they gain experience.

Spray and pray marketing communications tend to be unengaging (usually only asking for money, not involvement), so they fail.

Don’t aim to fail.


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One response to “The Top 3 Reasons Spray-And-Pray Fundraising Communications Fail”

  1. […] were their leaders). So too many opted, instead, to ignore the leads and take the easier route (spraying and praying). Our main contact did what she could but she got very little […]

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