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.” 

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Importance of Brand Image

By Dani Gordon • October 15, 2025
Ever feel like your brand's visual identity is all over the place? You're not alone; keeping a consistent look across all your marketing channels can be a real challenge. We understand how crucial it is to maintain visual brand consistency. (We ran into the same issue with our own brand!) It’s not just about aesthetics; it’s about ensuring your audience instantly recognizes and trusts your brand, no matter where they encounter it. Consistency builds credibility and makes your brand memorable. It’s okay to ask for help. So, how does 1Vision help your brand stand apart? First, we dig a bit into what your brand is and what you’d like it to be. Then, we use a suite of resources and tools designed to create professional-looking graphics, logos, and visual content that truly reflect your brand’s personality. Think of us as your brand’s personal stylist. We ensure that everything from your website and social media to your email newsletters and e-signatures has a cohesive, polished look. It’s like dressing your brand in its best outfit every single day! Additionally, we establish clear brand guidelines— “rules” that ensure future content remains consistent. This way, no matter who is creating your content, it always aligns with your brand’s visual identity. We make the process smooth and stress-free by leveraging our expertise and mastery of professional tools. This allows you to focus on what you do best—running your business or nonprofit—while we handle the intricacies of maintaining a strong, consistent brand image. https://www.with1vision.com/services#MarketingandCommunication
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Tracking Analytics and Performance Today (10/10)

By Blake Conover • September 17, 2025
We’ve come to the end of our self-imposed marketing journey—and we’re wrapping up with the topic you probably wanted us to start with! Do I really need to say it? Understanding your marketing performance is absolutely key to driving improvement and achieving your business goals. The good news? There are plenty of analytics solutions out there to help you track key performance indicators (KPIs), measure ROI, and optimize your strategies over time. Start by identifying the metrics that matter most to your objectives, and then, set up customized tracking systems to capture accurate data. From there, we can help turn that data into actionable insights and informed recommendations—like setting goals, defining objectives, and marking progress with mileposts along the way. This process isn’t for the faint of heart—it takes persistence and attention to detail. (Pro tip: hand this job to the people who ask all the tiny questions that drive you nuts. They were born to track KPIs, ROI, and website hits!) With the right tools and a bit of know-how, you’ll soon be analyzing website traffic, monitoring social media engagement, and tracking email campaign performance like a pro. A quick plug for two simple yet game-changing principles: Track only what you’ll actually use. Don’t waste time and money chasing data you don’t plan to act on. Start with a baseline. Knowing where you began is just as important as knowing when you’ve arrived. The best part? Many of the resources you’ll need along the way are free or affordable—perfect for marketers of all levels. And if you’re looking for a partner to help you achieve your business analytics objectives, give us a call. We’d love to help you get started!
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Unleashing ‘Other’ Community Engagement (9/10)

By Blake Conover • August 13, 2025
I struggled with blog title more than all the others in the series—combined! How do I succinctly, yet powerfully encapsulate that this one item, which is an accumulation of disparate, grassroots actions, may be the most important to your marketing—even if you represent a multi-national brand? Every company or nonprofit has a community. I’m not just talking about physical geography, although that may pertain. The community most important to you is the group of people who specify, donate, buy, use, or influence the purchase of your product or service. Building long-term, unbreakable relationships with them is essential for long-term success. Nothing—no ad series, social media campaign, or sales gimmick, no matter how well-constructed—can compare to the importance of connecting with your target audience on a personal level. You have the opportunity to establish trust and credibility through every interaction and every step in the customer journey. Here are a few examples. Think about your own situation while you read. Conagra Brands Conagra Brands, with products like Healthy Choice and Marie Callender's, through its Foundation, focus on alleviating food insecurity by supporting nonprofits that provide access to nutritious food, nutrition education, and healthy lifestyle programs. In 2023, Conagra donated over 30 million pounds of food to Feeding America and its network of food banks. ITW (Illinois Tool Works) ITW, a diversified manufacturer, has partnered with United Way in their local communities for over seven decades, investing an average of $6.1 million annually over the last five years. Their employees actively participate in local initiatives, contributing both time and financial resources. Procter & Gamble (P&G) P&G, the parent company of brands like Tide and Pampers, provides essential products to those facing challenging circumstances. They collaborate with organizations to distribute to ‘their’ communities in need (think hurricanes, floods, fire, etc.), ensuring that their products reach individuals who can benefit from them the most. Nike Nike collaborates with over 200 organizations worldwide to bring sports opportunities to young people, aiming to address inequality and promote active lifestyles. Yes, we’re talking about the local events, sponsorships, and collaborations. Those pesky community festivals, or sponsorships of a local sports team, or presentation to a local garden club help create meaningful connections that drive brand loyalty and customer engagement. Each is a small incremental step, but we often fixate on the destination and not the all-important sustained journey. As you become an integral part of your local community, you can achieve your business objectives and become a trusted brand/friend for generations. https://www.with1vision.com/about-us#OurInvolvement