I received a direct mail from an organization I have had no contact with for three years. At that time, I was a supporter. I did not say take me off the list when I stopped supporting the organization, and I still get some mail from them from time to time.
This year, I received a direct mail with a letter about their season, and a “Yes, I Want to Support!” card and envelope. Huh?
These people also know me personally, but there was no friendly message.
I can hear it now, “There is no time to slow down to segment.” Or, “There is no time to reach out personally.”
I know this organization, like many nonprofit organizations, has “no time,” but this is the type of administration style that does not get full results.
There are people on your list that you can reach out to and make sure the relationship is okay. There are people that you might want to purge from your list and save money. There are people that you know personally that you could be reaching out to more personally.
Form letters are a mistake. You can go back to relationship building again!
Once you make the time to do the segments, you will start seeing better results. It’s time to stop treating everyone like they are everyone else.
Cheers to happy and loyal audiences,
Shoshana
Shoshana Fanizza
Chief Audience Builder, Audience Development Specialists
