Thoughts on Marketing…

Have you ever met a sales person who just kind of hung around talking, but never asked you to buy anything?

Some of them talk so much that even if you’d been thinking about it, something they’ll say along the way will change your mind. They talk you out of the purchase.

The same thing happens in print – like when a real estate agent writes a prospecting letter and tells all about why he or she is wonderful, but fails to ask the prospect to call.

They just say “I’m here” and expect their would-be customers to do something about it. The strange thing is, some people won’t buy from you or engage your services unless you ask them to. They somehow assume that you don’t need or want their business so they wander off in search of someone who needs them.

Fundraisers are probably the worst at this, and it’s easy to understand why. When you’re selling something you’re at least offering something tangible in return for someone’s money, but when you’re fundraising it’s easy to feel like you’re just asking for charity.

Which you are, of course, but you have to learn to recognize what the donors get in return so you don’t feel like a beggar. It’s all emotional, so it varies from person to person, but they do get something or they wouldn’t give.

So… many non-profits simply send a letter or a newsletter telling about their accomplishments or outlining a need – and never say “Please give.” That’s a huge mistake, because most people need to be asked. In fact, some insist upon it.

I just listened to a video about this last night, and if you’re at all involved in fundraising, you should listen to it as well. Go now – it’s under 5 minutes, and unlike so many videos, it does play on a satellite connection.

http://www.501videos.com/mm2009/05/mm_1_fail2ask

Remember to ask,

Marte