Organizations keep trying to make me interested. They send me direct mail but I don’t know them. They send me emails but I don’t care. They say “If I could just educate you about this important issue, you would give.”
More education won’t make people care about your cause. More public visibility won’t make people give to your organization. More tweets and Facebook pages won’t make people listen or hear.
Read Seth Godin‘s blog, June 7, 2012, “The unforgiving arithmetic of the funnel.” Seth notes: “The common mistake is to reflexively come to the conclusion that the only option is to make more noise, to put more attention into the top of the [sales] funnel. The thinking goes that if a big audience is getting you mediocre results, a huge audience is the answer.”
But that’s wrong. Deal with the reality of the funnel. Read Seth’s blog.
