A Competitor's Outer Envelope
Consider the outer envelope of another nonprofit, Save the Children:
YOUR ATTENTION IS URGENTLY NEEDED
In the next 24 hours, almost 30,000 children under five will die—most from preventable diseases.
Save the Children is in the guilt business just like SmileTrain. But the nonprofit is absolutely clear what it is about: saving children and making the world a better place.
SmileTrain does soft extortion: "We're a pain-in-the-neck fundraiser that will continue to fill your mailbox with crap. But give now and we'll go away."
What's the difference? SmileTrain has $93 million in annual revenue whereas Save the Children's revenue is $446 million.
Which business model makes sense?
Denny Hatch is a freelance direct marketing consultant and copywriter, and author of the Business Common Sense e-newsletter. Visit him at www.businesscommonsense.com or www.dennyhatch.com, or contact him via email at firstname.lastname@example.org.