Great Moments in Marketing
"I
can't understand it!" fumed the Director of Development, stamping up
and down in the waiting area outside of his office amid the confusion
of his staff. "We spent all that money. They were great brochures -
four color, wonderful stories with emotion to connect to our mission
and cause. Not one response? Where did you get the mailing list?"
The assistant stammered, "Mailing list? I didn't mail them. I took the 5000 brochures out to the park and put them on one of the benches with a sign that said 'take one'."
Absurd? Absolutely. Unrealistic? Not really.
How many ways do you point people to your website to specific fundraising content? If you are waiting for donors to find it all on their own, then you are in the cyberspace equivalent of putting your brochures on the local park bench with the 'take one' sign.
Don't be misled by the occasional and random calls that begin with "I was on your website and saw …" They are wonderful calls, but they can cause you to be content with your website marketing when you are really letting an opportunity fade away. The calls are certainly worthwhile, but they can divert your attention from all of the calls you are missing.
Those calls are the "low-lying fruit." They are like picking apples by walking through the orchard and just grabbing what is within easy reach. Harvesting the vast majority of apples requires more than casual attention. There are many more calls you didn't get and people who didn't see your information than what did come in.
We would be happy to talk with you regarding your marketing and ways you can reach beyond the low-lying fruit. Just give Dick Kellogg a call at 800 737-3437 or email him at kellogg@futurefocus.net.
Alamo, CA 94507