Great Marketing is Vital to Success, Period.
Some organizations rely on voluntary support. This is completely fine, because some organizations are just based on an appeal to our sense of goodwill. If they think that relying on donations rather than commerce is the best way to achieve their goals, then they should certainly use that approach.
But this doesn’t mean that in-your-face requests for money are justified. For profit or not for profit, it doesn’t matter: great marketing is vital to the success of any organization, and being nice to donation “customers” is just as important as if they’re selling a product.
I got a letter yesterday by the local humane society. I think they’re doing a fine job at taking care of the local critters, and am glad they’ve found purpose in it. But I instantly threw their request for funds away. Here’s what it said by memory:
“You don’t need us, but we need you!”
This was in flowery font, and was put on the page like a kind of slogan. I still can’t believe it. I would have considered donating because I’ve had experience with the society in the past, and I think they’re doing a fine job of things. But this wasn’t even an appeal to my sense of guilt, my desire to help critters, or even a general appeal to doing the “right thing”.
“You don’t need us, but we need you!”
Such an in-your-face “give us money even though we don’t help you at all” approach was such horrible marketing, I feel almost at a loss to explain why. The headline was literally that they are useless for me, but they want my money anyway. The relationship they want with me is that they do nothing for me, and I pay them for it. Literally.
I’m not saying the people are wrong. They might be right. But that’s not a selling point, and like it or not, they need to sell me on the idea of giving my hard-earned money. But instead, they just convinced me that they were right. I don’t need them. ::waste basket::
Am I overreacting?
Life's More Than Just Money...
But it sure helps a lot. I'll be honest. I started and run this blog to make money, and I make thousands just writing about topics that interest me. A lot of friends were asking me how I did it, so I wrote three quick posts and put them over at my new blog called "Make Money". Check it out and see if making money online is for you.
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That sure is bad marketing. I’m certain they could have thought of a better slogan if they wanted to.
Well written article.