Earlier today, we blogged about marketing to an audience like the individuals they are, emphasizing the importance of allowing people to identify their interests, preferred channels, appropriate messaging frequency, and content that is applicable to their lives. Recently, one of my favorite causes reminded me why you should never ignore this rule.
It started when I received a large envelope from this well-known and established nonprofit. I was curious for sure–the typical donation requests I receive come in a standard business-size envelope. Inside was a request to support their holiday campaign and a set of holiday cards.
They weren’t my style; I didn’t like them and never used them. They went into my recycling bin. Almost immediately, I was questioning how much money was invested in this campaign. I simultaneously felt a little resentful toward the organization for making me feel guilty for wasting their resources, too.
While the goal was to make me feel inspired and motivated to give, it had the opposite effect on me. I’m well versed in the idea of having to spend money to make money, but this particular campaign made me pause and wonder how much is too much? How can we bring awareness to our important causes while being mindful of everyone’s differing tastes and preferences?
While losing my donation will not have an impact on this particular organization, what I realized most is that I don’t appreciate a one size fits all approach to fundraising appeals. And maybe this is something for these organizations to consider when planning for the future, because surely I can’t be the only one!