Know Your Audience: When Direct Mail Goes Wrong

Why would I need a free rate quote if I already have GEICO? I wouldn't, and I don't. This is a case of a company clearly dropping the ball. Yes, GEICO was on top of the fact that I moved … but it didn't even know I was already a customer. If I can find a more cost-effective alternative, I very well may leave for a better insurer that will actually realize I have a policy with it.

The moral of the story is simple. While nonprofits aren't trying to sell insurance policies, they are trying to engage, maintain and nurture relationships with donors. That means it's imperative to know your donors — and know that they are, in fact, already your donors. It's even more critical for nonprofits, since donors do not have to donate the way drivers have to buy insurance.

So always make sure you know your audience, and don't make this same mistake GEICO did. It could cost you more than just a donation — it could cost you loyal donors, major gifts and so much more.