At least not so far.

Seth Godin lays down a great challenge that will make you think …

Can you define great marketing in a fewer or better four words than his formulation?

Make big promises; overdeliver!

I know this is a winning approach to attracting and retaining major gift donors. And it sure can’t hurt when it comes time to renewing your "rank and file" donors/members.

As you mull this over, think about two key points he makes:

1. Often it is the stories around your promises that your customers (donors?) buy.

2. The secret to generating terrific word of mouth is overdelivering.

Think about the times you’ve recommended a product or service or brand … wasn’t it because it/they exceeded your expectations in some way?



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