There’s a word with so much destructive power that you should never use it when talking about or evaluating a marketing effort. You may find it hard to believe a word could have such appalling magic, but it’s true. Here’s the baleful word: IAs in “I like it,” “I don’t like it,” “I would never respond to that,” etc. The minute you use the word I when talking about nonprofit marketing, you leave reality behind and enter a topsy-turvy world where it’s hard to do good work. Because you are not your donor.
- You are probably younger.
- You know too much—perhaps too much to see the simple clarity of the issue at hand.
- Like it or not, you have more agendas than the work at hand.
- You are paying too much attention. You’re being paid to read this stuff! Your donor isn’t.
Jeff Brooks is creative director at Merkle, a direct-response agency serving the nonprofit world. He blogs at the Donor Power Blog.