Filed under: Donations
I spend a fair bit of time at work creating, editing and mailing newsletters that are sent out to our entire mailing list. I also spend much less time writing and editing eNews publications which are emailed out to our contacts. I have often wondered which is more effective, and which is the better use of my time. Jeff Brooks at Donor Power Blog seems to have quite a strong opinion on the effectiveness of snail-mail campaigns to random people. His argument seems to be that the groups that engage him as a real human being build a relationship, while others demonstrate that they apparently have too much time and/or money on their hands.
I think he’s right, I just would love to know the best way to engage people. I feel like a younger donor base appreciates a more personalized and informal approach executed perfectly by Unitus with their holiday appeal post, but I think that older (read: richer) donors dig the heartstrings approach. Quite a delicate balancing act, since NGO communications budgets aren’t huge unless you’re one of the Big Boys.
PS – I’m not a “Big Boy”, so any advice is always appreciated.
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