Creative

Marketing is about change — changing people’s actions, perceptions or the conversation. Successful change is usually specific. It’s hard to get someone to support your cause, help a devastated region or volunteer for good. But when you ask her to give $5 to provide a schoolbook for a child or sign up now to staff the domestic violence hotline for a 60-minute shift next Sunday afternoon, that usually works, if you’re talking in the right way to the right person at the right time.

As we continue our journey through the alphabet, you'll find more ideas to help recharge your fundraising, using P, Q, R, S and T as my "copy triggers." (Just like writing a good fundraising appeal, right?!)

More and more, nonprofits are using infographics in their communications. How? Lucky for you, integrated marketing provider Production Solutions created a handy infographic on how nonprofits are utilizing infographics.

If your messaging isn’t getting through or your marketing campaign isn’t making a difference, it is probably for one (or all) of these three reasons: 1. falsely assuming that information results in action; 2. forgetting that we're not the audience; and/or 3. treating marketing as an afterthought.

In her August 2010 article, "S(p)ending Money to Make Money," DM Diagnosis contributor Kimberly Seville explained how some organizations were mailing coins to underscore the importance of every penny raised.

During the deepest depths of the recession, fundraisers were looking for any and all ways possible to plug the leaks and ramp up fundraising. In our July 2009 issue, fundraising consultant Pamela Barden — then with Russ Reid — provided 50 ways to net more dollars, even in the worst economic times, in her article "There Must Be 50 Ways …"

In our April 2006 issue, fundraising consultant Cary Castle shared "Secrets of the Small Shop" gleaned from a Direct Marketing Fundraisers Association luncheon presentation of the same name.

What do you do when you’ve really screwed up with your donors or other stakeholders? First of all, I’m assuming: a) you have ways of listening to your donors; and b) you are paying attention. Second, you’ve realized that they’re right; you’re wrong.

Then do what one of my favorite clients of all time — Maker’s Mark bourbon (did I need to say bourbon?!) — recently did. Apologize … sincerely.

Special thanks to Sue Pargman, senior copywriter at Masterworks! She took on my challenge last week and provided suggestions for all five letters. So, welcome Sue, my co-author for this article. I’ll be sharing some of her thoughts along with mine. So with that, let’s look at K, L, M, N and O.

"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."