Bob and Bill are neighbors in Anytown, USA.  They’re the same age, race, income and both are married with 2 kids and a dog.

They both give to the same NationalCharity.org and the same localfoodbank/mission/animalshelter.org and with an identical RFM profile.

Do they get the same direct mail piece?  100% of the time.  Why?  Are demographics destiny?  No, neither the local nor national charity have any of this demographic detail as superficial as it is.

Is geography destiny?  That doesn’t really capture it either since these two get the same mailing from the NationalCharity.com as Sue and Jill who live in a different anytown USA.

It isn’t demos or geography.  It’s the one-size fits all world of fundraising.

In what world might Bob and Bill get a different mailing?  What would be the basis for this? It has nothing to do with your programs or issues.  Those things only matter secondarily.  Our first job is getting their attention by starting where they are, the innate parts of who each person is.  This is how we increase our chance of breaking through the clutter and getting their attention.

A large direct marketing agency told me that ‘we’ don’t know what works, including “me” in the we.  If you are talking about Issue A, B, C or D then I agree, I don’t know.

And if the Issue/Program/Need is all one thinks about when developing a mailing then maybe through random nth sampling in a test/control, Bob gets the mailing about Issue A and Bill gets Issue B.   But, if B beats A then the next mailing that Bob gets will be, Issue B.    But the whole premise of that is that the Issue is what matters, not Bob or Bill.

Here is a different world view, one in which Bill and Bob always get different mail even if both pieces are talking about Issue A.

This isn’t theory or pie in the sky or white board or future state.  It’s here, now.  Nationalcharity.org and localfoodbank/mission/animalshelter.org can get in this game.  It’s mindset and a hankering for change, for a different approach.  A more refined, tailored and human approach.

One that increases the psychological well-being of supporters who return that gift with their own gift.  Again and again.

Kevin