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Magazine inserts as a cold ask or relationship builder
Submitted by thomasdelahunty on 26 February, 2007 - 14:21.
Hello again everyone.
Does anyone have any experience of whether magazine inserts are more successful as:
a) A donor recruitment tool, with a cold ask?
Or
b) As a relationship building tool, such as asking people to send a form back stating they wish the government to address a certain issue that your charity deals with? Allowing you to contact them re appeals etc later.
I know it really depends on the type of charity and the publication, but any experience that could be shared would be gratefully recieved.
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RE: Magazine inserts as a cold ask or relationship builder
James, it kinda depends what you are trying to achieve. Looking at your particular cause, it's never going to be a particularly broadly appealing one, so if you do have fundraising success, it'll be in niche titles, I'd guess.
The idea of asking people to respond to a campaigning ask are twofold:
1. You get some responders who are campaigners who will never have the capacity to donate, or at least not in the near future. If you genuinely want campaigners, wellOK, if not, problem.
2. A two stage ask always has a level of drop off, people who might have given, but by the time the second stage comes around they have lost the urge.
However, all this said, there is no single answer for all organisations, and the only way to find out might be to test it.