There are many different ways to approach marketing campaigns—communicating the features, high-pressure sales, price build-ups, focusing on the pain and the list goes on and on.
But these tactics are useless unless you have a strategy of profitable sustainability. Most quick sales tactics leave customers feeling unimportant, misled and taken advantage of. This causes suspicion in the mind of your customer/donor that they are likely to share with someone.
An organization should never let their agency plan marketing campaigns until the agency explains the long-term repercussions of the plan. If an organization wants to have a positive reputation, it’s up to the leadership to police their agency’s tactics.
The challenge here is that we live in a world that demands quick results. Tricky tactics achieve fast results but only for a season, while shipwrecking the organization’s future.
Sustainable Solution:
A positive reputation translates into a sustainable revenue stream. That’s because a positive reputation wins people’s loyalty and gets them advocating. And when advocacy starts, sales/donations are at their purest form while increasing profitability.
There are two reasons most organizations don’t invest in their reputation:
1. They don’t know how.
2. The glitz of quick revenue wins priority.
