Improving Aid To Pakistan Through Better Marketing

"Pockets are the most sensitive part of a human being; that's why we need to touch hearts and minds first. - President Lula da Silva of Brazil

The Lede blog has blamed poor marketing for the lack of aid going to Pakistan. And I'm inclined to agree.

It's not just the government of Pakistan to blame (although the President has a lot to answer for with his recent activities).

Here in the UK, I've tried telling people in charities how they should be marketing.

Thankfully, they've taken on board some things. The problem is they haven't done other things which could have made the campaign to raise funds much more successful.

Hearts and minds are what need to be won first before people would be willing to put their hands in their pockets.

We have to show them what is actually happening in Pakistan.

If people don't see the devastation with their own eyes, it's not going to affect their hearts.

They need to see what's happening, not only in photographs, but actual first-hand stories form people who are there.

And they need to see more of them.

It's not enough to send out one or two emails and expect it to be enough.

When there are thousands of people on a charity's list, a lot of people will either not open the email the first time, or they just will not see it.

Or, the first time - or even the first few times - it won't 'touch' their hearts. It may take several emails to affect them

So the more emails that are sent out, the better the chances of them being opened, seen and affecting people where it matters.

The saying, "Out of sight, out of mind," is so true in these types of situations. One of the reasons is that there are so many of them hapenning - natural and man-made (Gaza, for example), that people are gettting numbed to them.

It doesn't seem to matter any more. And that's why we need, more and more, to appeal to their emotions.

Appealing to their logic just won't cut it.

Poor ‘Marketing’ Blamed for Pakistan Aid Shortfall - The Lede Blog - NYTimes.com

Best,
Rezbi
www.directmarketingcourse.com
www.hotbuttoncopywriting.com
www.commonsensedirectmarketing.com