Direct Mail Does Not Work (On Me)

I've sit down to actually process snail mail, which I probably do once every other month, and one thing has become painfully clear. Organizations I care about are wasting my precious contribution dollars by sending me expensive and elaborate mail pieces designed to get more of my money.

Newsflash: I will never send you money by mail. Ever.

I could (and have) opened a mail piece, been blown away by the message, been moved to tears by the imagery, and totally agreed with everything the organization stands for and is trying to convey, and still will NEVER GIVE BY MAIL.

This should not come as a surprise. Given the socioeconomic demographic information about me plastered all over the Internet, credit bureaus, and countless "public information" depots that smart organizations match their housefiles against, the fact that I'll never send a paper check through the mail to anyone should be as plain as the nose on a direct mail vendor's face.

It's not that I don't care. I do. But I haven't physically touched a checkbook in almost a decade. I don't write checks. I barely open my snail mail, and then only if it looks like something that came from a government entity that is trying to levy some kind of fee against me. Frequently I get junk mail that tries to look like these notices. This only makes me angrier.

Second newsflash: I give online. It's easy. It's fast. It's ridiculously more secure than sending sensitive information through the United States Postal Service.

And best of all, how much does it cost my favorite organizations to proposition me for more money via my favorite means of communication? Almost nothing.

Direct mail is not dead. Far from it. They make all kinds of money. But not on me. And many others I suspect.

So, in summation: fire your direct mail firm if they are sending your fundraising pieces to me. Find one that can actually save you money by not wasting dollars propositioning people who obviously will never engage with them in that channel. Send me an email. Better yet, create something online that is so compelling that friends and peers will actually send it to me on your behalf because they recognize a) how compelling it is, and b) that I will also find it compelling. Then your communication comes to me from a trusted source with a high degree of relevancy.

Then I will give. Generously, and instantly.

Blog Outreach Strategy in 200 Characters

PdF Chat Time with Jon Henke | Personal Democracy Forum: "Jon Henke: Outreach strategy: Get to know bloggers. Be one of them. Be credible. Be interesting. Keep it short. Respect their time. Don't just ask for favors. Try to help bloggers whenever you can. And NEVER send out a press release."

Adapt Marketing Communication for Campaigns

Translate this to campaign signs and turn your supporters into photogs who can post pictures back to the candidate site that make it look like the whole state is covered in the candidate's brand:

Major Ad Campaign for Starbucks to Focus on Quality - NYTimes.com: "The idea for the Starbucks photo contest came from watching what people already do on Facebook and Twitter, said Chris Bruzzo, vice president for brand, content and online at Starbucks. Each year, people race to post the first photos of Starbucks shops decorated in red for the holidays, he said, and on Flickr, people vie to post photos that include multiple Starbucks stores in the same shot."

Twitter Proves Its Worth as a Killer App for Local Businesses

See, Twitter is useful, and it can make money (H/T @bivings)

"The reality is Twitter's got all sorts of business models available to it," said Todd Chaffee, general partner at Institutional Venture Partners and a Twitter investor. "We're putting together monetization framework, things like features for commercial accounts, which could be for global companies all the way down to local companies." He said the business model will be largely driven by the creativity and needs of the businesses using it.

Twitter Proves Its Worth as a Killer App for Local Businesses - Advertising Age - Digital

Small talk with a web designer

So true. Hat tip to Allen Fuller: Small talk with a web designer by The Anti Pimp.

In Defense of Splash Pages

Todd Zeigler at Bivings gets it right: splash pages can be annoying and technically present an extra step between users and data they are searching for, but as long as they continue to work, developers are smart to continue to use them, as long as best practices are observed: In Defense of Splash Pages