Dobkin’s Top 10 Direct Marketing Recommendations for a Tough Economy
2. Hang in there.
Shorten those pledge cycles. Market with greater accuracy and effectiveness to reduce costs. Test-mail smaller cells, and read and interpret results more closely. Mail more frequently to your current donors — they already know you and like you. Mail to them just to say hello or to let them know how their money is being spent. Don’t be foolish in your marketing, but don’t be afraid, either.
1. And stay cheerful.
Reminds me of a sign I saw: “Cheer up — things could get worse!” So I cheered up, and, sure enough, things got worse. Seriously, if it ain’t fun, do something else. Life’s short — work hard, play hard, have fun.
Jeff Dobkin will now take your questions. E-mail him at Jeff@Dobkin.com.
Jeff Dobkin, who has written five books on direct marketing, is a direct-response copywriter specializing in increasing donations, donor loyalty and customer acquisition. www.dobkin.com