“Good Advertising is written always from one person to another. When it is aimed at millions it rarely moves anyone.” Fairfax Cone, 1952

Direct marketing should not equal mass marketing. Our objective is to build strategy for your constituents based on what they are telling you – not on only what you want to communicate to them. The relationship can – and should – be a two way dialogue.

Each specific interaction an individual has with your organization helps to tell that person’s story. The landscape is evolving where we have the ability to understand each interaction and read the story. Too often only a portion of their relationship is utilized by the organization – therefore telling only a partial story. The full story of each constituent translates to a higher value.

In addition, a constituent’s value should be evaluated beyond just their direct financial transactions to an organization. Is someone who makes two $25 gifts per year worth more or less than someone who gives $15 annually, but helps to solicit three additional donors and also volunteers for the organization? By not looking at the complete relationship, an organization can underestimate someone’s true value.

NNE Marketing’s goal is to maximize net revenue by completing each constituent’s story.