It’s not what you think.
Yes, I created RAZ Mobile to help nonprofits transition from direct mail to online giving via mobile phones but that’s not my reason for not responding to your direct mail ask.
And it’s not that I don’t care or that I don’t write checks to nonprofits because I do. I wrote one for several hundred dollars last week.
I’m not sure that many other people share my reason for not responding to nonprofit direct mail but I’m going to guess that I’m not alone.
My reason is this: I’m not really responding to you, the nonprofit, am I?
I’m responding to the firm you hired.
Are they really you? Sure, you approved the copy in “your” direct mail (you have to) and it’s your brand and I assume that you get my donation at some point.
But in my head I just responded (with my personal information mind you) to a direct mail firm you hired. And when I hear the price tags for these efforts I shake my head.
I spoke last week to a nonprofit that works with therapy animals and they were teeing up a $200,000 direct mail campaign. Ugh! In the next breath they told me that they’re run a deficit for 37 years.
I’m not sure how you do that and stay with your mission but this much is true – we have customers that get $20 per dollar spent on our platform. Using this math a $200,000 spend would yield a whopping $4,000,000!
I’m thinking the same thing as you on that last point. No one’s ever done that with direct mail.
When my information ends up at your direct mail vendor they add it to their database and then commence sending me more nonprofit direct mail.
And you know what this does? It obstructs and impedes my relationship with you.
This is my reason for not responding. You farmed my relationship out to someone that works against you while telling you that they are working for you.
I don’t want ever more direct mail from nonprofits your vendor works for.
A simple ask from you optimized for my phone with the gift going directly to you immediately and completed securely on my phone in seconds is what I want.
And I know I’m not alone. There’s got to be one or two of the 80,000,000 millennials that feel the same way as I do.
Dale Knoop leads a great team working to make RAZ Mobile a powerful, international platform for any cause engaged in fundraising. Today, all causes globally need a content-rich mobile presence that can be shared through social media, email and other popular digital channels and best of all-quickly and securely process 100% of donations from motivated supporters with a minimum of friction in seconds with no passwords. Dale holds multiple patents and applications for patent in the mobile space.