The Futility of Educating Donors
● Things she has to deal with.
● Things she wants to deal with.
● Things she can safely ignore.
When something says (or even seems to say), “You need to learn something,” she can breathe a sigh of relief and let it fall into the recycle bin.
If your attempt at education gets through that merciless screen, it still faces an uphill battle: Learning takes concentration and dedication. These are traits direct-response media don’t encourage. Like all marketing, they excel at motivating quick, right-brain decisions. They’re built for skimming and are meant to stand out among the 1,500-plus marketing messages Americans see each day. Direct mail isn’t good at promoting contemplation, internalizing, memorizing — nor any of the other struggles we go through to learn.
