FundRaising Success

You will be automatically redirected to fundraisingsuccessmag in 20 seconds.
Skip this advertisement.

Advertisement
Advertisement
 

Looking Back: Overteased and Underwhelmed

February 19, 2013 By Margaret Battistelli Gardner
Get the Flash Player to see this rotator.
 

FundRaising Success published its first issue in November 2003, which makes this our 10-year anniversary year. To celebrate, we'll be taking a look back at past issues throughout the year.

In an August 2007 feature, "Overteased and Underwhelmed," copywriter and creative strategist Kimberly Seville, who writes our bimonthly DM Diagnosis column, had this to say about teasers in direct mail: "Sometimes teasers are like bad pick-up lines. And with the split-second decision your donor makes when she glances at your outer envelope, you don’t get a second chance to talk your way out of a poor first impression … you’ve already been round-filed."

She goes on to explain why, when it doubt, it's best to test without.


 

SPONSORED CONTENT

MORE ON DIRECT MAIL >>

FROM THE BOOKSTORE

Eye-opening look at how nonprofit marketing and fundraising is changing, and the perils of not quickly adaptingUp-to-date guidance on communicating in a fast-paced, multichannel worldHow to make big-picture strategic decisions about your content, followed by pragmatic and doable tactics on everything from editorial calendars to repurposing contentReal-world examples from 100+ nonprofits of all sizes and missions Content Marketing for Nonprofits

Eye-opening look at how nonprofit marketing and fundraising is changing, and the perils of not quickly adaptingUp-to-date guidance on communicating in a fast-paced, multichannel worldHow to make big-picture strategic decisions about your content, followed by pragmatic and doable tactics on everything from editorial calendars to repurposing contentReal-world examples from 100+...

ORDER NOW

This PDF book explores a range of marketing metrics and seek to help marketers to answer such questions as:  What metrics to use to determine whether your marketing/advertising programs are accountable? And is it a waste of money, hence a danger to the company, if your marketing strategy and executions are not accountable? How to calculate how much you can afford to spend to acquire a customer or make a sale. And how can you calculate the customer’s lifetime value? How to understand the relative economics between customer acquisition, retention and CRM. How to measure the funnel process and which improvements will have the most impact.Your download of this book will also include model templates that you can use to immediately calculate and increase profitability for all your marketing efforts.  Profiting from the Magic of Marketing Metrics

This PDF book explores a range of marketing metrics and seek to help marketers to answer such questions as: What metrics to use to determine whether your marketing/advertising programs are accountable? And is it a waste of money, hence a danger to the company, if your marketing strategy and executions...

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: