A lesson in poor direct marketing. - Gordon Hudson

I received a letter this morning from a medium sized cancer charity which was trying to get me to run a fundraising event for them. It was a surprisingly poor effort. Here are a number of its shortcomings:

• It was addressed "Dear Friend" and not to a named individual.
• It was addressed to the name of the organisation I work for and we have no relationship with the charity sending it.
• It started by talking about their new building.
• It did not explain how this event would work or how I would organise it.
• There was no explanation of the difference their services make to people.
• In particular there were no?stories?of real people that their services have helped.
• The PS at the end of the letter was truncated so I don't know what it said.

With the current cost of postage this must have been an expensive mailing to send out.

My tip for anyone doing direct marketing is to get your material read by someone outside the organisation and get them to write down what they think it is saying. The results might surprise you!

Source: http://www.gordonhudson.com/2013/01/a-lesson-in-poor-direct-marketing.html

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