MOST ALL CONSERVATIVE NONPROFIT FUNDRAISING IS IN THE TOILET CONTINUED #3...
Last week I gave you some ideas that are guaranteed to significantly increase your income. Listed below are a few more.
- LISTS—One of my four mentors was Dick Benson who wrote: Secrets of Successful Direct Mail. In Dick’s book and other writings, teachings, etc. he stressed that the number one factor affecting results was lists. He said almost no one spends enough time on lists, and I’ve found that to be very true with most all conservative marketers.
- WHO NOT HOW—If you’re like most conservative leaders, you lack the time and the talent to be a postal or digital marketing professional, which is not a problem. Because you should be focused not on how to solve your fundraising problems, but who’s going to own the project of solving your fundraising problems. Focus on WHO NOT HOW.
- PETER DRUCKER--INNOVATE AND MARKET—The premier business consultant of the 21st century was Peter Drucker and he had a lot to say about marketing including that a business is established to do two things.
- Innovate
- Market (finding new customers, i.e. donors
- READ—Spend 1.5-2 hours daily reading print conservative publications, such as The Wall Street Journal, The Epoch Times, The Washington Times, Washington Examiner, The American Spectator, looking for issues that are pre-sold and well known by prospective donors. Also be sure to check out my website, ConservativeHQ.com. Daily we cover most all-important conservative news.
Yes, I know you like to consume your news digitally. However, it’s well documented that if you read something on paper—the retention rate is significantly higher than reading it online.
The legendary direct marketer, Jerry Huntsinger, who passed away a few years ago said that there’s no shortage of money, but there is a shortage of good ideas. That was true in the 1970s when Jerry said it, and it’s more true now than ever.
Jerry also said in the good ole’ days when a control package could mail to many millions, you thought you were a good copywriter/marketer. However, more likely the truth is it was so cheap to mail in the 1970s and 80s compared to today. In the early 1960s when I was mailing Young Americans for Freedom’s house file I could do so for under 10 cents (including postage, printing, letter shop, etc.).
Perhaps there is someone in your organization that can be responsible for executing my nine recommendations. If not, find a professional.
