Thursday, April 26, 2012

Seeking More Donors, Food Bank Doubles Direct Mail

Despite nonprofit buzz over social media and online fundraising, direct mail can still win first place in wooing donors. At least that's why Canada's Mississauga Food Bank recently decided to double its direct mail campaigns in 2012, going from two to four mailings in addition to online efforts. Just three years ago, the nonprofit did no direct mail at all. "We have decided to use direct mail as we are moving our focus away from just events and corporate relationships and towards individual donors, and direct mail is a proven method of soliciting individuals," explained Meghan Nicholls, director of marketing and fund development. For more, see http://chiefmarketer.com/direct-marketing/canadian-food-bank-doubles-direct-mail-efforts/

Tuesday, April 24, 2012

Warning: Excess Digital Ads Can Harm Brand Appeal

Digital advertisers need to pay attention to the fine line between promotion and pestering if they don't want to turn off online audiences. According to a new study by digital marketing company Upstream, a fifth of U.S. Internet users say they would stop using a product or service, such as a social networking site, if they were being bombarded by ads. Note that the majority of the U.S. Internet users surveyed (66%) said they already feel subjected to excessive digital advertising. For more on the study, read http://www.btobonline.com/article/20120308/ADVERTISING13/303089998/report-too-many-digital-ads-can-harm-brands