Should no one be able to fundraise until they learn direct response?
A presentation from David Ogilvy on the importance of direct marketing.
As I watched it, I couldn't help but be reminded of the relationship between advertising people and fundraising people today.
Well worth a few minutes of your time.
Thanks to the Jewish Donor Blog.
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Couldn’t agree more Adrian. We need to have these benchmarks around to assist in developing our strategies, persuading others what works and to enable us to compare our own results against.
Hi Adrian and Morag
It would be a great resource. Being on the agency side, I get to see loads of results and can tell you that even in these hard times it’s still possible to generate an immediate profit on a whole host of recruitment techniques – if it is done correctly.
The only trouble is, how do we share this data? Not many charities want to give away too much information and, as their agency, we respect that decision.
Instead, I write this blog – to show what can be achieved and give direction about what I know is working.
It is of course possible for any agency to benchmark your results. All you’d need is to provide your donor file and they could give you a pretty good idea how you are doing. The only trouble is, that doesn’t necessarily help you sell in new techniques and ideas to an uncertain board.
Maybe a formal approach to the IOF is in order? I’ll have a chat with a few people and see how it would be received.
Thanks for reading and commenting.
Mark