I like Seth Godin best when he focus directly on marketing, as opposed to his ‘Rah Rah’ stuff aimed at motivating his tribe to bigger, better things. Although I certainly don’t object to the latter, especially when he’s advising how to overcome the bureaucratic constraints that afflict organizations.

Here’s a recent post — Three things clients and customers want — where he’s offering terrific marketing insight. You need to provide at least one, and not just the first one, he says:

Results — that’s straighforward.

Thrills — need to amaze and excite.

Ego — need to make them feel important, but don’t ‘industrialize’ it.

I think his advice applies to your donors as well. Take a few moments to consider your latest marketing communications against these three deliverables.

Tom

This article was posted in: charities, communications, direct marketing, Don't Miss these Posts, fundraising, loyalty, nonprofit management, nonprofits, Seth Godin.
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