Direct Mail for Direct Action
Direct Mail for Direct Action -- A Crucial Component of an Event-marketing Campaign
Dec. 6, 2005
By Jack Hudson
The sight of several thousand people starting off on what will become a full day, a whole weekend or even an entire week of what some might call "extreme" sports -- be it walking, running or cycling -- in the name of a good cause is a stirring one, and one that's becoming increasingly more common. It often does, though, prompt one to wonder what motivated so many to take on so much.
The market for multi-day fundraising "challenge" events owes its growth in no small part to direct-mail marketing. Aside from word of mouth, no other medium has the ability to so completely communicate the experiential nature of such events.
Multi-day fundraising events do much more than just raise funds -- they provide participants with an extraordinary sense of satisfaction and feeling of making a real difference. For some, they're a way to deal with or recover from an illness, or grieve the loss of a loved one. They spread awareness and create activists, and perhaps most importantly, spontaneously build their very own communities, which often last long after the event is packed up.
Embarking on such an event is a very personal, emotional journey -- one that's not for everyone. Participation can require up to a year of dedicated training and fundraising. Given this, finding the right people and sending the right message becomes that much more important. That's where direct mail comes in.
We might be familiar with the various more traditional roles direct mail can play in the fundraising process, but the process of recruiting participants for a fundraising event is a whole different animal, and with it comes a different and more complex role for direct-mail marketing.
Some participants -- most, actually -- are drawn by the cause. Some come for the challenge and others for a combination of the two, or some other unknown factor. What's crucial in recruiting them all, however, is uncomplicated communication of the whole picture -- not just what they'll be doing for the cause, but equally what their participation will do for them.
They need an explanation. They need photos, illustrating the full range of emotion and activity. The decision to register for such an event is rarely a spontaneous one. The prospect needs to spend time with the materials to gain a real understanding of just what it is they're getting themselves into.
A well-crafted direct-mail piece provides the space and the environment to tell the event's story, in both copy and photos. It gives the prospect hands-on proof that this experience is one to treasure. It carries all the needs of the cause in question and, if properly executed, puts the many emotions involved in its recipient's hands. It lacks the impermanence of an e-mail and the tease of an ad -- its substance is equal to that of the product it pitches.
Further, the unique ability to tightly target "right-minded" prospects with acquired lists afforded by a direct-mail campaign helps ensure that marketing dollars are spent only on those who might consider making such a monumental effort. A response for more information brings not only the most dedicated of participants, but along with them new donors and the army of volunteers required to mount these productions.
Jack Hudson is president of Santa Monica, Calif.-based OP3 Inc., a full-service management consulting firm specializing in fundraising and cause-related events and marketing efforts for nonprofit organizations and corporations with a philanthropic interest. He can be reached by e-mail at jack@op-3.com, by phone at 310.392.3000 or by visiting http://www.op-3.com
- People:
- Jack Hudson
- Places:
- Santa Monica, Calif.