Have you ever heard of “advertising wear-out?” It’s the term that researchers use to describe the decreased response to ads that consumers exhibit after repeated exposure to that same ad. Advertising experts have known about it for decades.
In the 1980s, researcher Margaret Henderson Blair noted that “the overall persuasiveness of an ad declines exponentially,” and even though she was referring to television, the same is true regarding online ads, a recent New York Times article says.
In fact, two business school professors, Michael Braun (Southern Methodist University) and Wendy W. Moe (University of Maryland) found that the effectiveness of an online ad falls by more than half every single time it is viewed by a potential customer, and that includes donors.
Blasting your donors with cheap online solicitations might be easy, but it gets old quick.
A well-thought-out, well-written appeal from the heart has more staying power. It’s the reason why targeted direct mail continues to haul in the lion’s share of fundraising dollars from small and mid-level donors.
So don’t fall into the trap of going online just because everyone else is—including your audience.
Yes, they may be online, but they are there in real life, too.
Consider taking a fresh look your direct mail strategy.
We’d be happy to review it with you, perhaps tweak the messaging, and ensure it is helping you keep your organization on the path to growth and profitability. And that means you can focus on your core mission.