I was at a conference recently, where a clever consultant showed off a massive integrated awareness/fundraising campaign they'd done for a client.
It was good-looking and comprehensive. In addition to direct mail and email, there was print, outdoor advertising, transit ads, and a Facebook strategy.
Slide after slide of the slick, attractive creative went by.
Someone behind me gasped. It was a sound of admiration and envy. No doubt they were feeling sadly inadequate at the dull one-dimensionality of their own fundraising.
Funny thing was, I happened to have some inside knowledge about the campaign. Guess what: It didn't work. The Facebook part of the campaign brought in five small donations. The print ads did a little better: A few dozen gifts, most of them from current donors. There was no measureable response from the billboards or transit advertising. The only part of the campaign that you could call successful, the direct mail, did worse than it does most years.
The campaign was a dismal, crushing failure.
It was killed by a combination of abstract messaging, an unclear call to action, and (most of all) high spending in unproven media.
But it sure looked good on Powerpoint. And it sure made some of the people in that semi-darkened hotel meeting room feel like sorry rubes -- which is exactly the purpose of presentations like that.
The intent is to make you feel stupid and overwhelmed. These consultants know if they show enough pretty pictures, some people will be too distracted to ask the obvious questions, such as Did it work?
They also know that if someone does ask that question, they can answer it with vague, qualitative answer like It generated more talk than anything we've ever done. Or half-answers like Average gift went way up (which generally means response was terrible). And they get away with it
We're all afraid of missing something big, something that matters. We're all prone to getting tired of the same old same-old.
But don't let that fear and restlessness make you a target for the conference bullies who depend on insecure fundraisers. Ask the hard, quantitative questions. And if you don't get answers, don't agree to anything!