take a cue from a charitable organization.
An automobile manufacturer does not just sell cars. They are selling economical transportation to get you to and from work every day. Or the boat manufacturer does not just sell boats to get you across the lake. They are selling you the experience of fishing or waterskiing and the enjoyment of your favorite hobby.
When using direct marketing to reach an enthusiast, focus on the payoff or reward more than on the product or service. You need to include the technical specifications or terminology, but keep the copy at a minimum.
How do professional nonprofit fundraisers raise millions of dollars for their nonprofits every year? What are their secrets to fundraising? The answer is trust and establishing confidence in the direct communication copy.
As potential donors are reading the copy, it’s important to clarify “the why” you’re asking for a donation and then move onto selling the successes of the non-profit organization. They do not want a donor to give them money, but what they do want is to get them to support and invest in their organization.
Consider they put the facts in small type, and emphasize the benefits, payoff, and rewards. They bring the reader into center stage in the copy using big, bold letters. Maybe they send them to a website landing page with a similar look and continue the reward and payoff type copy, even accentuating it with actual photography or a video.
There’s no faster way to lose an enthusiast or a donor than to stop at one communication. A good rule of thumb is to follow with a direct mail piece that has continuity with the first communication. Donors like seeing information in writing and on paper.
It’s always a good idea to reference the first mailing to build on the enthusiasm and then on the donor’s emotions.
A single piece of direct mail could easily evolve into many communications and using other channels of communication preferred by the readers. Customer-Centric marketing is a vital strategy in the not-for-profit industry.
Do not worry about redundancy. Remember people are bombarded with thousands of message per day. That’s another good reason to keep continuity going from the first moment into the campaign to whenever the campaign ends.
The image you project about your product or service or your charity and the value it brings to your customers or donors, can be more important than the product or the service. To a charity donor, it’s considered as an investment into the charitable organization.
Can you see the value of focusing more on your customers? Learning an ever so slight act of a group of customers when they use your product, may lead your organization to better marketing results, Results can lead to more customers. You get the picture, so what are you waiting for?
Learn more about a customer-centric marketing strategy from the Marketing Communications Group by visiting us today.