After attending the most recent Direct Marketing Association conference in San Diego last month, I came away with one conclusion: I pity most marketers. They have to create need first – often out of little to nothing – then sell the features and benefits of their product. Looking at some of today’s products, that’s a Herculean task. Think about it. Do I really need another TV? Isn’t three enough? What about the revolutionary new closet hanging system so I can jam more clothes into storage – clothes that I really don’t need anyway? Even that new diet cola that I enjoy so much! New research claims that even diet cola makes you fat. As marketers for faith-based organizations, we’ve got the edge because we can offer everything our constituents need to be happy. Here are seven of the biggies! Heart connection – We provide a heart-to-heart link with people in need. We tell their stories. Share their pain. Build an emotional relationship. Sense of purpose and value – We give the opportunity to do something significant. Save a child’s life. Change an adult’s destructive behavior. Connect people of all ages with God’s purpose for their lives. Easy response – We offer the ease of accomplishing significant things from the comfort of their home, by simply returning that postage-paid envelope. Affordable price point – We enable great things to be accomplished with a gift amount that’s appropriate to the constituent’s financial condition, thanks to intelligent data. Tangible results – We accomplish things that we can show off! A healthy, well-fed child, a cured parent who’s taking care of their family and contributing to the community, a once directionless man or woman who now has purpose and power because of God’s intervention in their lives. A sense of community – We open doors to a community of shared values. As we report back and give back in every way we can, there’s a growing sense of “belonging.” A lasting legacy – We make it possible to leave a lasting legacy centered on what’s really important to our constituent’s value system. Let’s go out and make people happy today!
We have everything to make people happy!
November 11, 2009