As an advertising student, I can understand and appreciate the need for direct marketing. It’s relatively inexpensive and reaches a broad target audience. And, if history has taught us anything, it somehow even manages to be rather effective. All signs point to efficiency when it comes to direct marketing but I, for one, have zero tolerance for it. Maybe it’s just years of cynicism piled atop one another, but something about being bombarded with ads in places that should be otherwise (relatively) ad-free just leaves a sour taste in my mouth. If I turn on the television, I expect to see commercials; open a magazine, there are bound to be ads. Hell, I’ve even grown accustomed to the fact that, upon opening my mailbox, someone’s going to try to sell something to me. But gone are the days when you can simply walk to school or work without being harassed by someone on the sidewalk. And that, my friends, is where I draw the line. For more, click the link below and take a look at the letter I wrote to the fine folks at Save the Children.
I Would Like to Make a Donation in the Amount of My Two Cents by Benjamin Stouch
Perhaps the biggest issue I have with the way certain organizations (such as Save the Children) handle their direct marketing is that, personally, I don’t feel as though those who volunteer really receive anything for their donations. I suppose the knowledge that you have truly made a difference in someone’s life could be enough of an incentive for some people, but I believe that if they rewarded donator’s with something as simple as a book of coupons, they would see an exponential growth in the success of their campaign. Additionally, I feel as though they should better target their market, focusing on people who actually have a source of income and can afford to make donations.