USP? BOM? WTH?
Consumer-marketing practices have a place in fundraising. You just need to know how to translate them.
Think about laundry detergents. Their advertising pits one product against another. This is how the advertiser communicates its USP. What makes your animal-welfare organization different from others? Are you clearly communicating those differences in your appeal letters?
Since we’ve already stooped to comparing our altruistic, imaginary animal-welfare organization to the likes of mere laundry detergent, let’s take a closer look at the advertising that features those detergents, the circulars that are stuffed in your mailbox every week. What can we learn from them?
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