jason falls • Each of us has to endure 5,000–13,000 marketing messages ... a day. • Define who you want to reach, why you want to reach them, what you will say, and how you will reach them. • Build the trust of the people you're trying to target, and be willing to participate in others' conversations.
shelly kramer • Donors are customers — you have to market to them in a way that they want to be spoken with. • It's not about you, it's about me. If you want my attention (the consumer), be where I am. • With social media, you can serve your customers more effectively in the channels they want, and it can help keep lower costs.
snapshots From 2009 to 2010, fundraising response rates declined 19% on average.
snapshots Online fundraising revenue grew overall by 14% between 2009 and 2010.
hughtrain manifesto The primary job of an advertiser is not to communicate benefit, but to communicate conviction.
hughtrain manifesto Benefit is secondary. Benefit is a product of conviction, not vice versa.
hughtrain manifesto Whatever you manufacture, somebody can make it better, faster and cheaper than you.
hughtrain manifesto You do not own the molecules. They are stardust. They belong to God. What you do own is your soul. Nobody can take that away from you. And it is your soul that informs the brand.
hughtrain manifesto It is your soul, and the purpose and beliefs it embodies, that people will buy into.
hughtrain manifesto Ergo, great branding is a spiritual exercise.
hughtrain manifesto Why is your brand great? Why does your brand matter? Seriously. If you don’t know, then nobody else can—no advertiser, no buyer, and certainly no customer.
hughtrain manifesto It’s not about merit. It’s about faith. Belief. Conviction. Courage.
hughtrain manifesto It’s about why you’re on this planet. To make a dent in the universe.
hughtrain manifesto I don’t want to know why your brand is good, or very good, or even great. I want to know why your brand is totally frickin’ amazing.
hughtrain manifesto Once you tell me, I can tell the world.