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Create Urgency NOW!

Developing a sense of urgency is crucial for any successful direct mail piece. It can and should be used on every media channel (social and traditional). You have witnessed it often around the end of the year – and used it. “Donate on Giving Tuesday and your gift will be doubled.” “All donations received before the end of the year are guaranteed to be fully tax-deductible.” December 31st is a natural tax and giving deadline, but how do we create urgency in the remaining 11 months of the year? 

 

4 Components to Urgency 

 

Urgency should not be an afterthought. Please don’t compose your appeal, then stick-on a deadline to your envelope teaser and letter postscript. Weave these components throughout for a consistent and high-performing direct mail package. 

 

Is there anything more urgent than a heart attack? Please understand I never want to equate any direct mail letter, no matter the cause, with the severity and consequences of a serious medical emergency. However, effective communications shouldn’t ignore similar components to the first directive one might give to a crowd of onlookers at an accident. 

 

YOU! We are instructed that the first response should be to identify and get the attention of a singular person to help. In advertising’s case, this is the prospect, donor, customer, or influencer. That one person must recognize immediately that you are speaking only to them. 


STOP! In our case (and in a medical emergency), we must get people to cease going about their business and focus their attention solely on the situation at hand. A command to “Act Now!” helps break the reader out of the routine and increases the likelihood a person will do as you have asked. 


Bad Things Could Happen Without Your Action. This is implied in a medical situation, but it is not so apparent for a business or nonprofit campaign. We must state clearly that people may not thrive; a window of opportunity will close; others may get this technology first; or conditions are about to worsen unless.... 


Scarcity. In medical emergencies, the obvious limiter is time. In communications, we don’t want the reader to miss an “incredible chance.” Be realistic here. Your audience is intelligent, so please treat them that way. “Due to room size, seating is limited to 100 people.” Or “The first $10,000 will be matched.” Or “Only 200 of these limited-edition, signed prints are available.” 

Your Marketing Playbook: 10 Tactics Every Business Needs

By Blake Conover • 10 May, 2024
Small businesses want to enhance their marketing efforts and attract more customers without requiring a substantial financial investment. It can be done! Here are ten topics about advertising, marketing, and acquiring more customers without breaking the bank. We’ll discuss each of them in greater detail in the coming weeks one at a time. Maintain Visual Brand Consistency: Resources and tools for creating professional-looking graphics, logos, and visual content to maintain a dependable brand image across various marketing channels. Leverage Outreach Efforts: Local targeting and customer outreach are vital for businesses looking to attract customers within their geographic area. Many low-cost, high-reward options are available. Optimize Your Website: Ensuring excellent user experience (UX) on a website is crucial for businesses, especially in this age where consumers expect seamless, responsive, and intuitive online interactions. Develop Excellent Marketing Material: Strategies to build an email list, craft compelling newsletters, and update your sales literature and processes to nurture leads and convert them into customers. Execute Social Media Marketing Strategies: Guidance on leveraging platforms like Facebook, Instagram, X, etc., effectively to reach a wider audience and engage potential customers. Implement Content Marketing on a Budget: Tips on creating valuable and engaging content such as blogs, videos, or podcasts that resonate with the target audience without requiring a huge investment. Improve Search Engine Optimization (SEO): Techniques to improve website visibility in search engine results pages (SERPs) organically, driving more traffic without spending on ads. Employ SEM: Search Engine Marketing (SEM) is a crucial aspect of digital marketing for businesses, particularly for increasing online visibility, driving website traffic, and generating leads or sales. Engage the Targeted Community: Ideas for promoting the business within the local community through events, sponsorships, collaborations, and grassroots or ‘influencer’ marketing efforts. Track Analytics and Performance: Use free or affordable analytics tools for your KPIs (Key Performance Indicators) to monitor marketing efforts, measure ROI, and optimize strategies for better results over time.

Nonprofit Nets $2.4 Million in Under a Year

By Blake Conover • 14 Mar, 2024
No, they didn’t win the lottery! No, they weren’t the beneficiaries of a donor’s large estate. No, they weren’t a college or university – they seem to be the only organizations to net those big numbers these days. It was a library located in a town of about 10,000 people. Who was it? The Waverly Public Library, Waverly Iowa. You could say they were fortunate, or lucky, or blessed. They would agree with you, but, as the fundraising consultant chosen to help them, 1Vision Communications would add a few more “secrets” to their success. They were… Prepared At least two years prior, they had conducted a user and community study. They knew what the “hot” (fundable, in our language) areas of their expansion would be. Their Foundation led the way by getting all other volunteers, staff, and leadership involved. Organized This group understood the need for an oversight committee and then let us help them structure the remaining committees to accomplish the work. The top leaders were excellent at gathering volunteers to step into roles, both larger and smaller. Humble They listened. It’s an often-overlooked attribute, but they knew they needed counsel, they sought it out, and they followed advice. While these people were seasoned professionals in their own categories, they hired a us to supplement – knowing any consultant fee would be made up quickly in more and larger grants and donations. Hard-working Maybe this could be said of all Midwesterners, but the WPL team was exceptional at being persistent, committed, industrious, and creative – especially as it had to do with major donor calls, grant-writing, and communications . These are things that could describe your nonprofit, too, as it considers a capital or endowment campaign. Let us help you succeed. 

Do What You Did and You’ll Get What You Got – Minus 15%!

By Dani Gordon • 08 Nov, 2023
Some variation of the first phrase can be attributed to Henry Ford, Alcoholics Anonymous, or Tony Robbins. However, we often forget or ignore the second important part. I wish every nonprofit executive director would memorize that saying and apply it to their organization. It could be the single greatest piece of counsel around. If nonprofits could all break the shackles of tradition and habit, they might just experience a breakthrough. ‘If we drop that golf outing, could our time be spent more profitably somewhere else? What might happen if we asked our donors why they don’t give more? Maybe it would be helpful if we had a plan in place this year.’ The second component to this maxim is as important as the first. Common sense tells us outcome erosion occurs whenever we do the same thing over and over again. Repeated or continuous actions often result in generating decreasing returns; estimated here at a 15% year-over-year loss. Unless new twists can be added, it is reasonable to expect less, not more. Has your experience confirmed or exploded this “rule”? We’d love to hear your answers.
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