Heart disease (the disease that killed my father when he was only 63) kills almost 600,000 people each year. Yet, charitable people gave 5 times more to cure breast cancer in 2012 than to cure heart disease in spite of the fact that breast cancer kills about 14 times less people (only 41,000 deaths).
Jeff Brooks recently pointed this out in his blog post titled “Fundraising is unfair.”
The lesson here is clear. Better marketers raise more money! So what are you doing about that? Are you doing the same things you’ve always done? Are you splattering your prospects (and suspects) with expensive direct mail? Are you spamming your supporters?
Or are you offering the right people, the right kinds of engagement opportunities, using the right channels at precisely the right time in a cost-saving donor-centric effort to build a fair, honest, and transparent relationship?
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