It's a new century and with it a radically difference fundraising ambience from that of the kinder, gentler 1980s and 1990s. That world was certainly competitive; but the competition didn't include the World Wide Web and a welter of other forces--some positive, others sinister--competing for and weighing down on your loyal patrons. In this world of instant worldwide communication, the local library competes with the local symphony orchestra ... which competes with the local hospital, which competes with national hospitals ... which in turn compete with international organizations soliciting funds for helping the poor or eradicating diseases ... which in turn compete with the local library. In addition to greater immediacy and greater competition, there is the greater ability to target actual donors and potential donors. Add to this is another reality that hasn't changed: Donors have a finite amount of money approximately the same amount as in the pre-Internet, pre-World Wide Web days-- to contribute to all causes. Two words are operative here. First is Attention, because our best potential donors are the ones whose attention is most in play. They're the ones whose e-mail boxes are the most crowded. They're the ones most likely to be jaded by constant "We need help" messages from various nonprofit sources. They're the ones most likely to be courted by every competitor, whether library, orchestra, college, hospital, or major cause. And theirs is the attention most likely to be fragmented. The second operative word is Relevance. Those others out there, they aren't as relevant as we are. They don't offer as much personal recognition, which in turn means they don't offer as much personal satisfaction. So we turn on the psychological afterburners and go for emotional relevance. Otherwise, we're just one more lifeboat bobbing aimlessly in the roiling competitive seas. This is a deep-into-twenty-first century book, giving guidance to weatherin
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About the Author
Herschell Gordon Lewis is one of the leading copywriters of the past half-century and perhaps the best-known direct response copywriter and consultant in the U.S. Lewis also writes for many trade publications, including Direct, Selling, 1 to 1, Direct Marketing News, and is the copy columnist for Multichannnel Merchant. For 200 consecutive issues he wrote the monthly feature ""Creative Strategies"" for Direct Marketing Magazine. He also writes ""Copy Class"" for the UK publication Direct Marketing International, and catalog critiques for the UK publication Catalogue & eBusiness. Lewis is a much-sought-after speaker and has addressed advertising and marketing audiences around the world. For years Mr. Lewis conducted the copy workshop at the International Direct Marketing Symposium, Montreux, Switzerland and has been a featured speaker for more thant 20 years at the Direct Markeitng association. In 2003 he was inducted into the Direct Marketing Hall of Fame.
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1 of 1 people found the following review helpful:
5.0 out of 5 stars
Great Info,
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This review is from: Hot Appeals or Burnt Offerings: Do's and Don'ts for Twenty-First Century Fundraising (Paperback)
I just received this book and already I'm getting great information from it. Thank you, Herschell, for writing it.
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