Acquisition Mail Rant.

Acquisition Mail Rant.

All you mailers who have decided to not mail any more to save money. All I can say is ARE YOU NUTS?

Did you learn nothing from 9/11?

Those who did not mail were in a world of hurt, and those who did, managed to survive and keep their coffers somewhat full, Those who didn’t mail faced a short term gain and a long term pain.

Face it, there’s a lot of churn in your membership/donor bases. You have to feed that monster by bringing in new members all the time. If you just stop, where will you be in two years?

I have a commercial client who took the risk when I told him, that he needed to mail twice as much to stay in the same place.

He took that advice to heart, and actually mailed even more frequently than that and is having the best year ever, though back in February he was thinking that it was the wrong thing to do. That was until the first drop hit and his website and phones lit up with good solid leads.

It’s a numbers game. The more you mail the better your chances of reeling in a member/donor.

There are a lot of folks who have never had to exist in this rough economic climate. They were used to mailing something and reaping the rewards. Now their response rates are down by 20-25% and they don’t know what to do about it.

Don’t freak out, just mail. Don’t mail stupid. Mail smart. Make sure you have a good offer or compelling story to tell. Mail to your base and scrub those lists.

Nothing has changed. You still have to be good at your job, you still have to motivate your audience to act and you still have your core mission.