List View: Make Advocacy Lists Work
You would be much better served to send your offer to Mr. John Q. Sample, who has given $10 to $15 every month for the last year to have his voice heard, than to Mrs. Betty B. Sample, who has only given once in the last three months and may not be committed to the organization. The “recency hotline” in the advocacy world does not necessarily mean new-to-file. It means “recent gift,” and that might only give you Betty the one-time donor, not John, who has given more than $150 this year.
Use your head. If the individuals appear more traditional or conservative, don’t suggest they rub crystals to cure cancer. Rather, offer them a piece of history (a coin or a book), a well-made product (supplements, crafts, blenders, vacuums) or information they can use in their lives (education, health advice, news), and they will respond.
Send them something they can feel good about, something that will enhance their lives, a good, solid product, a long-term investment, something they read about, heard good things about, something they will want more of, and they will make those choices with the same sense of dedication and commitment that you’re expecting.
Rita O’Neill is president of O’Neill Marketing Co. in Fairfax, Va., a provider of list management and list brokerages services. She has a 10-year track record of “out-of-market” list research and sales. She can be reached at (703) 934-0272 or email@example.com.