Ogilvy’s message to fundraisers

Some time toward the end of his long career, ad-man David Ogilvy recorded this message to direct marketers:

(Or view it here on YouTube.)

He’s talking to us, fellow fundraisers.

Because we use direct response to pursue our goals, we are almost immeasurably smarter than those glamorous, over-paid advertising people:

You Direct Response people know what kind of advertising works, and what doesn’t work. You know to a dollar. The General Advertising people don’t know…. The chasm between Direct Response advertising and General Advertising is wide. On your side of the chasm, I see knowledge and reality. On the other side of the chasm, I see ignorance.

The smart ad people are sitting at the feet of direct marketers learning how to actually influence behavior and make money. The dumb ones are trying to persuade you that you need an expensive new brand.

Show them this video. Tell them to come back after they’ve figured it out.

Thanks to Copyblogger for the tip.


Comments

4 responses to “Ogilvy’s message to fundraisers”

  1. Denisa Casement Avatar
    Denisa Casement

    Pure Gold! Every Fundraiser and every CEO needs to see that video.

  2. Denisa Casement Avatar
    Denisa Casement

    Pure Gold! Every Fundraiser and every CEO needs to see that video.

  3. OMG – when was this filmed? – years ahead of the game me thinks!

  4. OMG – when was this filmed? – years ahead of the game me thinks!

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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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