Got an all staff email at the university this morning asking me to sponsor someone doing the same event as me (albeit for ATAXIA a different charity). Given that there are several hundred staff and about 80 of us doing the event, it was singularly untargeted, had no compelling reason to respond and every reason to ignore!
It seems that even with all the luxuries of social networking, the ease of email and just giving pages we can still make all the basic errors of assuming anyone will give money just because we ask them.
Whislt doing a panel session last week for the Guardian, on charity communications a similar theme arose. Lots of people trying to come into the sector but firing off job and volunteer applications with little thought of what the recipient would make of the communication. Back to basics and reminders to stress everything relevant to the position, ensure that you make sure what you offer is (a) deliverable and (b) wanted. It is all about targetting as the gurus of Marketing - Philip Kotler and Michael Porter will tell you. Simples.
And what a brilliant campaign that is. Post modernism at its best. You advertise something entirely different to what the real product is about, but create brand recall AND (most important) an understanding that the product is all about insurance. Eat your heart out Go Compare and Confused. Targeted, skillfully executed and entirely relevant.
That's all there is to direct mail too.
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