We all remember the age-old phrase we would whine as children when things didn't go our way. "It's notfair." And then would come the equally displeasing response. "Life's not fair." True? Yes. But it didn't make us feel any better.
So what about marketing to your customers or donors? A plethora of strategies await you. Some will get you really great short term gains. You'll see your customer or donor base grow rapidly, and the money will pour in. But in the long run, if you don't play fair, the other children will take their toys and go home. Then you'll be left with nothing except a lot of damage control.
Chris Houchens, one of the marketing comentators I follow recently wrote about the pledge drive on his local public television station. His complaint was that the shows the station uses to bring in pledges often aren't representative of the shows the station airs the rest of the year. The end result? A bunch of unhappy public television supporters.
The point is very simple. Be honest with your audience. Believe in what you have to offer and convey it sincerely to your donors or clients. Don't feel that you have to go after everyone. In the end, you only want to attract the people who will be genuinely interested in your mission.
Bribing the other kids with candy might get them to the playground. But if they don't like hide and seek, you won't have a very good game.
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