IN THIS ISSUE

• Don’t Go “Nuts”
• Dispelling Myths
• Avoiding DM Mistakes
• Successful Fund Raising
• Press Box
• Our Favorite Charities
• How Are We Doing?
• Hold That Thought

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HOLD THAT THOUGHT...

Place the blame where it belongs. The first question I often ask leaders facing tough issues is, “How did you contribute to them?”

Doug Sundheim
Executive Coach

Selected by Long Island Business News readers as..

Don’t Go Nuts about the “New”

Marketers sometimes tend to be seduced by terms like “revolutionary,” “trendsetting” and “the latest.” Some change their marketing campaigns, slogans and packaging simply because they’re tired of them — despite the fact that they’re still working, and their customers continue to respond.

While it’s certainly great to be on the cutting edge, new ideas shouldn’t overwhelm strategy. Marketing campaigns should be changed only when they stop working, not because you’re getting bored.

Despite the buzz over the latest social media platforms, conventional print and electronic media make good partners in creating effective ways to reach the largest audiences.

Consider this: A recent study found that 76% of Internet users bought a product/service online thanks to the impact of a direct mail piece. What’s more, most marketers understand that while an email blast can sound personal, there’s no substitute for the look and feel of a signed letter in a personally addressed stamped envelope.

For more marketing information click here

Dispelling Some Green Paper Myths

Here is some information about green paper that will help you separate fact from fiction:

MYTH: Recycled paper jams copiers.
FACT: Today's recycled copier paper is high quality and technically perfected for use in copiers. If the paper jams in a copier, it is not because of the recycled content.

MYTH: The little fibers in recycled paper create too much dust in machines.
FACT: Excessive dust does not come from recycled fibers but from inadequate production processes or incomplete vacuuming of cut paper sides. Buy high quality paper to avoid such problems.

MYTH: It's better to burn paper for energy than to recycle it.
FACT: The fibers in fine paper can be recycled up to a dozen times before becoming too short for papermaking, saving resources, water and energy, and reducing pollution each time.

Source: conserveatree.com

For more marketing tips click here

Beware of These Direct Mail Mistakes

A successful direct mail campaign is not as easy as simply buying a list and mailing a brochure. While most people get the general idea, they make mistakes along the way.

Here are some common errors you should not make:

• Using the wrong list. Make sure your list is current and targeted to your audience.
• Badly written copy. Take the time to choose the right words that will grab attention.
• No call to action. If you don’t tell the reader exactly what you want them to do — buy, send back a card, telephone — you’ll defeat your purpose.
• Using hype over substance. Just state the benefits of using your product/service. Go easy on superlatives.
• Writing bad headlines. Don’t be gimmicky or boring.
• Catch the readers’ eyes without insulting their intelligence.
• Poor Proofreading. After spending time and money to create a sensational mail piece, if the numbers in your phone number are transposed, you might as well dump the whole mailing.
• Pay attention to running your business and let those who have spent years creating direct mail guide your marketing.

For more marketing information click here

Successful Fundraising
Case Study

Despite challenges faced by non-profit organizations in the current economy, the famous M.D. Anderson Cancer Center is boosting donations. The organization’s new multilevel loyalty program has increased revenue from direct mail solicitations by over 500%.

Here’s how they’re doing it:

• Their direct mail pieces inform the audience about specific research and treatment programs, demonstrating the institution’s commitment to research and cutting-edge care.
• They refuse to be alarmist and don’t resort to the all-too-familiar “someone-will-die-without-your-help” tactic.
• They focus on the long-term, expressing gratitude without asking for money in many of their communications.
• They’re transparent, telling donors how their contributions are being used.
• They personalize their messages.
• They test mailings, trying new approaches every year in order to improve solicitations and obtain good results.

For more smart marketing tips click here

Greg Demetriou at Linkedin.com

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