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The sad truth about marketing shortcuts
By Dager | October 28, 2008
Seth Godin said this the other day in his blog:
Critical mass is the pay off from focused, consistent effort. Critical mass is what you don’t get if you are constantly working the angles and looking for a shortcut.
After Squidoo gave away $80,000, we heard from many of the charities that sent a lot of their supporters over to vote. Do you know what they wanted to to know? “When was the next time we can rally a lot of people to get more votes and donations?” Do you know what not one of them asked? “How can we get our supporters to actually lay some groundwork so we can make this sort of money every week?“
It made me sad that so many non-profits have precisely the same mantra. Rush to the easy money, then look for more and rush after that.
Most organizations spend little time working on the “critic
al mass.” They are always looking for the next great event, the next great idea. Instead the successful nonprofit work on building that critical mass. That core constituency that are attracted to your cause. Remember, the tortoise won.
Topics: Fundraising, Nonprofit Marketing |