Offer always come before tactics and channels. They need to be powerful, urgent, and tangible. These offers are boiled down examples of your value proposition, paired with a tangible, achievable ask.
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A disturbing trend is starting to move into the nonprofit world around website optimization. With declining direct mail response rates and overall drop in fundraising ROI the website is sometimes the scapegoat of the failing performance. We stress about SEO, content creation, conversion optimization, etc. And it doesn’t really matter because not enough people are going to see it.
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We’ve all seen it. A company seeking to change their image decides to rebrand their offering, maybe change their logo, or perhaps they even go for a total name change. But does it work?
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“This disaster is an EXCELLENT marketing opportunity!”
You’ll never hear those words publicly from a corporation, but I guarantee you they’ve been said behind closed doors.
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