Boredom — your boredom — might be the most powerful enemy of fundraising effectiveness for your organization.
Boredom is what causes many fundraisers (and other types of marketers) to keep changing their campaigns and messages.
As noted recently by Copyblogger, at How Often Should You Change an Advertising Message? (Way Less Than You Think).
Here’s how to think about it:
… if you release a brilliant but new message every year, a competitor can pass you with a less-than-brilliant, but consistent message. While their advertising message continues to soar, yours, on the other hand, stops at a certain height each year. Theirs keeps climbing while you are back at ground zero.
When the repetition is starting to make you feel batty — that’s about when your audience is starting to take notice.
They’re paying far less attention than you are. Don’t let your interior sense that you’re beating your message into the ground drive your sense of what your donors are perceiving.
We aren’t in this to amuse ourselves.
Jeff 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.
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