June 2, 2008

Marketing Is Fun!

4:00PM Just finished up a session with Bill Toliver from The Matleline. Fantastic stuff. So good that I asked him for the slides. So a futher breakdown is forthcoming, I'm still digesting. But the main message - formulate all messaging and story-telling around your value system, don't cater or comprimise those values to make money from a specific demographic sector.

In other words, if you are the Humane Society, don't put a direct marketing campaign into circulation with a picture of a dying dog. Why? That will only attract a small fraction of the people you want to reach (7% according to Bill). Instead, play to the fact that sixty (60) percent of homes have pets - and learn why. By doing that, the Humane Society increased the rate of response on their direct mail campaign by thirty (30) percent. Pretty decent, I'd say.

A session titled, "Craig's List For Nonprofits" is up next. See you soon!

"A liberal is a man too broadminded to take his own side in a quarrel."
Robert Frost

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