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Business after terror…
(September 25, 2001)
We have all been touched by the events of September 11 in incredible ways.
What sounded so complex a month ago looks so unimportant today.
Business wise, the airlines were the first to suffer, and then following,
the entire hospitality industry. We know it is the beginning of a ripple effect
and it is our responsibility to find ways to break it so our companies can survive
and the economy can get back to normal as quickly as possible.
At Direct Mail Center, we'd like to modestly offer our thoughts on how to continue…
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If your company is For-profit: |
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Advertising at this time makes lots of sense. Everyone is
quiet. Sending a sensitive message out, not as aggressive
as in the past, showing care for others, and presenting your
products or services in a more personal fashion is the way
to regain some business. Direct marketing is really an efficient
method to do the job.
As a direct marketer, you know you can reach your customers
and prospects the best way possible by targeting them. Your
offers or messages can be sent quickly, efficiently and
can vary accordingly to the information you maintain on
your database. Mailing lists can be acquired for multiple
well defined audiences.
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If your organization is Not-for-profit: |
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Some fear that donor's gifts will be concentrated
to organizations touched by the terrorist attacks, and some
believe that the Americans have opened their heart more than
usual for some understandable reasons and it will not be limited
to any group or mission. Here are some words from expert fund
raising consultants:
Nancy Golden- 'I'm strongly recommending that
my clients continue with their mail plans. I feel not mailing
is akin to not getting on with life and giving into bin
Laden. The tremendous response to blood banks, United Way,
Red Cross, etc. make me believe that people are in a very
generous mind set at the moment and that non-profits should
take advantage of this feeling.'
Donna Fletcher- 'It's because everyone in nonprofits
is "mission driven" that we consider all causes
requiring and needing support, and in the case of this tragedy,
that everyone should support the relief efforts. In a way,
our soft hearts make us not put our causes first. But I
think perhaps, we need to think about our business a bit
more like a business rather than assessing it and/or comparing
it to the relief effort. I think it's important for causes
to keep mailing and to really do a better job than ever
before communicating their message. Giving to nonprofits
and keeping the social fabric of this country intact and
operating is one thing all Americans can do during this
time. Nonprofits need to remember that as much as they serve
a client population and/or cause, they are also employers
and contributors to the economy.'
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