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To the Point: Get Ready to Rummage

Time to toss what's not working and make a new plan for 2010.

January 2010 By Jocelyn Harmon
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4. Stop worrying about losing control.
Every time I do a workshop on social media, I get this question, "If we let our stakeholders speak for us, how can we make sure that they stay on message?" This is the wrong question, and here's why. If you search Google for your issue or organization, you'll see that your prospective (and current) donors, members, advocates and volunteers are already talking about you. In other words, "The train has already left the station." You don't get to keep people on message. However, you do get to decide if you want to join the conversation.

5. Stop saying you're not tech-savvy.
Like any other discipline, online fundraising, organizing and marketing are learned skills. No one is all-knowing about how to use social media or run an online ?campaign. Take a course. Start your own Facebook page. Jump onto Twitter. The best way to understand online tools is to use them. Just be sure to experiment via your personal versus your organizational brand.

6. Stop flying blind.
Finally, one of the beauties of online marketing and fundraising is that you can test just about anything. For example, when doing an e-mail campaign, you can test the effectiveness of subject lines, from lines, copy, video, etc. Similarly, analytics on your Web site can tell you who visits, as well as when and where they come from. Use this empirical data to drive your marketing effort instead of flying blind.

Jocelyn Harmon is director of nonprofit services at Care2 (care2.com). Reach her at jocelynh@care2team.com


 

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<i>Powered by the Email Campaign Archive, www.emailcampaignarchive.com </i> According to “The Power of Direct,” a late 2009 study from the Direct Marketing Association, email marketing returned an unbeatable ROI of $43.62 for every dollar spent on it in 2009. Thanks to this tremendous success, email marketing is on the rise … and increased volume means that marketers are faced with more and more competition resulting in overcrowded inboxes and frustrated, overwhelmed prospects. The challenge: How to break through the clutter and get your message opened and read within 3 seconds, for that’s how long your prospects allow before they hit the delete button. <b>“All About Email Creative” is here to help.</b> Through detailed analysis of hundreds of thousands of emails residing in the Email Campaign Archive (www.emailcampaignarchive.com), best-practice advice from industry experts, case studies and more, this groundbreaking report will give you the tools you need for success. Here are just a few of the take-aways that you will learn: • Month with the Highest Volume of Email • Day of the Week with the Highest Volume of Email • Time of Day with the Highest email Distribution • Top 20 Most Popular Words and Symbols in Subject Lines • Word with Highest Increase of Subject Line in Repeat Email • Top 10 Categories with Most Email Volume • Word Count Trends … What Could It Mean? • The One Single Tactical Move to Improve Email Response • Maximum Number of Characters in the Subject Line • How to Test Subject Lines • How to Avoid Junk Filters – the Trigger Words That Get You Trashed • Why you Should Pay More Attention to the “From” Line • Once Opened, What Should the Reader See Next? • 10 Steps to Getting Your Message Just Right • 5 Ways to Optimize the Email Preview Pane • How to Deal with Blocked Images • Web-Friendly Fonts and Font Sizes – What Are They? • The Top Reason People Unsubscribe from Marketing Messages • To Use Free or Not to Use Free … That Is the Question • 16 Most Effective Strategies for Email Branding • The Difference Between B-to-B and B-to-C Email Marketing • HTML or Text. Which Should You Use? • The list goes on … and on Filled with countless examples, more than 20 charts, several case studies, and privileged knowledge from top email marketers, “All About Email Creative” is must-reading for any marketer involved in email and cross-media campaigns. <b><u>100% Money-Back Guarantee</b></u> Your order is risk-free. If you are not completely delighted with “All About Email Creative,” notify us within 30 days for a complete credit or refund, no questions asked. <u>About DirectMarketingIQ</u> The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the go-to resource for direct marketers. Publishing books, special reports, case study stockpiles and how-to guides, it opens up a new world for those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data - including the world's most complete library of direct mail as well as a growing library of promotional emails across hundreds of categories - and proudly produces content from the most experienced editors and practitioners in the industry. All About Email Creative

Powered by the Email Campaign Archive, www.emailcampaignarchive.com According to “The Power of Direct,” a late 2009 study from the Direct Marketing Association, email marketing returned an unbeatable ROI of $43.62 for every dollar spent on it in 2009. Thanks to this tremendous success, email marketing is on the rise …...

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Who's Charging What Who's Charging What!

NEW 2010 Edition Now Available Who's Charging What! -- Your Guide to Direct Marketing Creative Services gives you complete facts on top copywriters, agencies, designers, and consultants, providing you with the critical information you need to make decisions when looking for a copywriter. These top-flight professionals...

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<i>Powered by the Email Campaign Archive, www.emailcampaignarchive.com </i> According to “The Power of Direct,” a late 2009 study from the Direct Marketing Association, email marketing returned an unbeatable ROI of $43.62 for every dollar spent on it in 2009. Thanks to this tremendous success, email marketing is on the rise … and increased volume means that marketers are faced with more and more competition resulting in overcrowded inboxes and frustrated, overwhelmed prospects. The challenge: How to break through the clutter and get your message opened and read within 3 seconds, for that’s how long your prospects allow before they hit the delete button. <b>“All About Email Creative” is here to help.</b> Through detailed analysis of hundreds of thousands of emails residing in the Email Campaign Archive (www.emailcampaignarchive.com), best-practice advice from industry experts, case studies and more, this groundbreaking report will give you the tools you need for success. Here are just a few of the take-aways that you will learn: • Month with the Highest Volume of Email • Day of the Week with the Highest Volume of Email • Time of Day with the Highest email Distribution • Top 20 Most Popular Words and Symbols in Subject Lines • Word with Highest Increase of Subject Line in Repeat Email • Top 10 Categories with Most Email Volume • Word Count Trends … What Could It Mean? • The One Single Tactical Move to Improve Email Response • Maximum Number of Characters in the Subject Line • How to Test Subject Lines • How to Avoid Junk Filters – the Trigger Words That Get You Trashed • Why you Should Pay More Attention to the “From” Line • Once Opened, What Should the Reader See Next? • 10 Steps to Getting Your Message Just Right • 5 Ways to Optimize the Email Preview Pane • How to Deal with Blocked Images • Web-Friendly Fonts and Font Sizes – What Are They? • The Top Reason People Unsubscribe from Marketing Messages • To Use Free or Not to Use Free … That Is the Question • 16 Most Effective Strategies for Email Branding • The Difference Between B-to-B and B-to-C Email Marketing • HTML or Text. Which Should You Use? • The list goes on … and on Filled with countless examples, more than 20 charts, several case studies, and privileged knowledge from top email marketers, “All About Email Creative” is must-reading for any marketer involved in email and cross-media campaigns. <b><u>100% Money-Back Guarantee</b></u> Your order is risk-free. If you are not completely delighted with “All About Email Creative,” notify us within 30 days for a complete credit or refund, no questions asked. <u>About DirectMarketingIQ</u> The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the go-to resource for direct marketers. Publishing books, special reports, case study stockpiles and how-to guides, it opens up a new world for those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data - including the world's most complete library of direct mail as well as a growing library of promotional emails across hundreds of categories - and proudly produces content from the most experienced editors and practitioners in the industry. All About Email Creative

Powered by the Email Campaign Archive, www.emailcampaignarchive.com According to “The Power of Direct,” a late 2009 study from the Direct Marketing Association, email marketing returned an unbeatable ROI of $43.62 for every dollar spent on it in 2009. Thanks to this tremendous success, email marketing is on the rise …...

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<i>“You’ve heard of the Seven Deadly Sins … now let Denny Hatch introduce you to the Seven Key Copy Drivers That Make People Act! Successful advertising appeals to the wants and needs of our “hungry hearts” – and he reveals (in juicy language) the reasons why a product or service will uniquely meet those needs. Denny’s book provides not just the how-tos, but also the proven-winner examples. It’s a creative marketer’s treasure trove!”</I> - Susan K. Jones, professor of marketing at Ferris State University and direct marketing consultant and copywriter, Susan K. Jones & Associates Twenty-five years ago, Denny Hatch pioneered the study of direct response copy. He started collecting direct mail packages and tracked those that came in over and over again. Today, the Who’s Mailing What! Archive (www.whosmailingwhat.com) contains pure marketing gold—nearly 1,000 Grand Control mailings in more than 200 categories that were received continuously over three or more consecutive years. What do these hugely profitable mailings have in common? They rely on the seven key copy drivers: <center><b>Fear – Greed – Guilt – Anger Exclusivity – Salvation – Flattery</b></center> These are the emotional hot buttons that make people respond—order goods and services, donate money to charities and send for more information. <i>“Only Denny Hatch could put together a book like this. “The Secrets of Emotional Hot-Button COPYWRITING” delivers a double-whammy. It’s loaded with creative rules that not only make sense but, as Denny presents them, are easy to implement. And it’s chock-full of examples, some of which most of us have heard about but have never been able to see. Thanks, Denny. We owe you.”</i> <right>—Herschell Gordon Lewis, copywriter of several long-standing control mailings (such as Omaha Steaks and Red Cooper) and author of “On the Art of Writing Copy” and“Internet Marketing Tips, Tricks, and Tactics”</right> Filled with over 50 examples and 120 illustrations, “The Secrets of Emotional, Hot-Button COPYWRITING” is must-reading for any marketer involved in: • Direct mail • Email • Catalogs • Subscription Marketing • Fund raising • B-to-B • Financial Services • Continuity Series • Book Publishing • Insurance • And more! <b><u>100% Money-Back Guarantee</b></u> Your order is risk-free. If you are not completely delighted with “The Secrets of Emotional, Hot-Button COPYWRITING,” simply return it within 30 days for a complete credit or refund, no questions asked. <b><u>About Denny Hatch</b></u> Since 1976, Denny Hatch has been a consultant, copywriter and designer in the field of direct marketing. In 1984, with his wife Peggy, he launched the newsletter, Who’s Mailing What!, which was based on a library of over 200,000 direct mail samples. In 1992, his company was acquired by North American Publishing Co., in Philadelphia, where he is a regular columnist for <i>Target Marketing</i> magazine and editor of the e-newsletter, Denny Hatch’s Business Common Sense, published by the Target Marketing Group. He is the author of: <u>Business Books</u> Million Dollar Mailings • Method Marketing • 2,239 Tested Secrets for Direct Marketing Success • priceline.com – A Layman’s Guide to Manipulating the Media <u>Novels</u> Cedarhurst Alley • The Fingered City • The Stork <u>Memoir</u> Jack Corbett, Mariner The Secrets of Emotional, Hot-Button COPYWRITING

“You’ve heard of the Seven Deadly Sins … now let Denny Hatch introduce you to the Seven Key Copy Drivers That Make People Act! Successful advertising appeals to the wants and needs of our “hungry hearts” – and he reveals (in juicy language) the reasons why a product or...

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<i>Powered by the Email Campaign Archive, www.emailcampaignarchive.com </i> According to “The Power of Direct,” a late 2009 study from the Direct Marketing Association, email marketing returned an unbeatable ROI of $43.62 for every dollar spent on it in 2009. Thanks to this tremendous success, email marketing is on the rise … and increased volume means that marketers are faced with more and more competition resulting in overcrowded inboxes and frustrated, overwhelmed prospects. The challenge: How to break through the clutter and get your message opened and read within 3 seconds, for that’s how long your prospects allow before they hit the delete button. <b>“All About Email Creative” is here to help.</b> Through detailed analysis of hundreds of thousands of emails residing in the Email Campaign Archive (www.emailcampaignarchive.com), best-practice advice from industry experts, case studies and more, this groundbreaking report will give you the tools you need for success. Here are just a few of the take-aways that you will learn: • Month with the Highest Volume of Email • Day of the Week with the Highest Volume of Email • Time of Day with the Highest email Distribution • Top 20 Most Popular Words and Symbols in Subject Lines • Word with Highest Increase of Subject Line in Repeat Email • Top 10 Categories with Most Email Volume • Word Count Trends … What Could It Mean? • The One Single Tactical Move to Improve Email Response • Maximum Number of Characters in the Subject Line • How to Test Subject Lines • How to Avoid Junk Filters – the Trigger Words That Get You Trashed • Why you Should Pay More Attention to the “From” Line • Once Opened, What Should the Reader See Next? • 10 Steps to Getting Your Message Just Right • 5 Ways to Optimize the Email Preview Pane • How to Deal with Blocked Images • Web-Friendly Fonts and Font Sizes – What Are They? • The Top Reason People Unsubscribe from Marketing Messages • To Use Free or Not to Use Free … That Is the Question • 16 Most Effective Strategies for Email Branding • The Difference Between B-to-B and B-to-C Email Marketing • HTML or Text. Which Should You Use? • The list goes on … and on Filled with countless examples, more than 20 charts, several case studies, and privileged knowledge from top email marketers, “All About Email Creative” is must-reading for any marketer involved in email and cross-media campaigns. <b><u>100% Money-Back Guarantee</b></u> Your order is risk-free. If you are not completely delighted with “All About Email Creative,” notify us within 30 days for a complete credit or refund, no questions asked. <u>About DirectMarketingIQ</u> The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the go-to resource for direct marketers. Publishing books, special reports, case study stockpiles and how-to guides, it opens up a new world for those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data - including the world's most complete library of direct mail as well as a growing library of promotional emails across hundreds of categories - and proudly produces content from the most experienced editors and practitioners in the industry. All About Email Creative

Powered by the Email Campaign Archive, www.emailcampaignarchive.com According to “The Power of Direct,” a late 2009 study from the Direct Marketing Association, email marketing returned an unbeatable ROI of $43.62 for every dollar spent on it in 2009. Thanks to this tremendous success, email marketing is on the rise …...

ORDER NOW

<i>“You’ve heard of the Seven Deadly Sins … now let Denny Hatch introduce you to the Seven Key Copy Drivers That Make People Act! Successful advertising appeals to the wants and needs of our “hungry hearts” – and he reveals (in juicy language) the reasons why a product or service will uniquely meet those needs. Denny’s book provides not just the how-tos, but also the proven-winner examples. It’s a creative marketer’s treasure trove!”</I> - Susan K. Jones, professor of marketing at Ferris State University and direct marketing consultant and copywriter, Susan K. Jones & Associates Twenty-five years ago, Denny Hatch pioneered the study of direct response copy. He started collecting direct mail packages and tracked those that came in over and over again. Today, the Who’s Mailing What! Archive (www.whosmailingwhat.com) contains pure marketing gold—nearly 1,000 Grand Control mailings in more than 200 categories that were received continuously over three or more consecutive years. What do these hugely profitable mailings have in common? They rely on the seven key copy drivers: <center><b>Fear – Greed – Guilt – Anger Exclusivity – Salvation – Flattery</b></center> These are the emotional hot buttons that make people respond—order goods and services, donate money to charities and send for more information. <i>“Only Denny Hatch could put together a book like this. “The Secrets of Emotional Hot-Button COPYWRITING” delivers a double-whammy. It’s loaded with creative rules that not only make sense but, as Denny presents them, are easy to implement. And it’s chock-full of examples, some of which most of us have heard about but have never been able to see. Thanks, Denny. We owe you.”</i> <right>—Herschell Gordon Lewis, copywriter of several long-standing control mailings (such as Omaha Steaks and Red Cooper) and author of “On the Art of Writing Copy” and“Internet Marketing Tips, Tricks, and Tactics”</right> Filled with over 50 examples and 120 illustrations, “The Secrets of Emotional, Hot-Button COPYWRITING” is must-reading for any marketer involved in: • Direct mail • Email • Catalogs • Subscription Marketing • Fund raising • B-to-B • Financial Services • Continuity Series • Book Publishing • Insurance • And more! <b><u>100% Money-Back Guarantee</b></u> Your order is risk-free. If you are not completely delighted with “The Secrets of Emotional, Hot-Button COPYWRITING,” simply return it within 30 days for a complete credit or refund, no questions asked. <b><u>About Denny Hatch</b></u> Since 1976, Denny Hatch has been a consultant, copywriter and designer in the field of direct marketing. In 1984, with his wife Peggy, he launched the newsletter, Who’s Mailing What!, which was based on a library of over 200,000 direct mail samples. In 1992, his company was acquired by North American Publishing Co., in Philadelphia, where he is a regular columnist for <i>Target Marketing</i> magazine and editor of the e-newsletter, Denny Hatch’s Business Common Sense, published by the Target Marketing Group. He is the author of: <u>Business Books</u> Million Dollar Mailings • Method Marketing • 2,239 Tested Secrets for Direct Marketing Success • priceline.com – A Layman’s Guide to Manipulating the Media <u>Novels</u> Cedarhurst Alley • The Fingered City • The Stork <u>Memoir</u> Jack Corbett, Mariner The Secrets of Emotional, Hot-Button COPYWRITING

“You’ve heard of the Seven Deadly Sins … now let Denny Hatch introduce you to the Seven Key Copy Drivers That Make People Act! Successful advertising appeals to the wants and needs of our “hungry hearts” – and he reveals (in juicy language) the reasons why a product or...

ORDER NOW

 

COMMENTS

Most Recent Comments:
James Sutandyo - Posted on January 21, 2010
Great list! I would like to add a #7, and that is METRICS. Pay attention and measure your efforts. Adjust and re-adjust.
Christi - Posted on January 15, 2010
How insightful. There's so much buzz about available tools, but knowing how they fit into the strategy (or if they do) is a great reminder. It puts things in perspective.