Donor relations blindness
Don’t develop donor relations blindness! One symptom of this deadly marketing disease is the test ban. This is not a nuclear arms treaty. This is a reluctance to test marketing packages or concepts before committing to use them with your entire donor family. Perhaps the notion sounds too mechanical, too “Madison Avenue,” for a Christian ministry. Maybe it sounds like a lack of faith to test an idea before using it unilaterally. But it can also be seen as a matter of good stewardship of your ministry’s financial resources. If you mail a package to your entire file and it only raises half the money you need, don’t you feel guilty about the loss? To the ministry leader who says, in essence, “I don’t test; I just trust,” we offer this encouragement: Testing doesn’t reflect a lack of faith; rather, it reflects a sensitivity to your donor.
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