Too clever by half

I was recently reviewing the results of a direct marketing fundraising campaign together with the creative and to be blunt it wasn’t pretty. When we stripped it all away, not only was the creative not pulling in the response, but it was working against the success of the fundraising campaign.

Why?  Because too many ego-centric creative solutions are conceptual and distort the proposition. Time and again I have worked with prima dona planners and creatives who add ‘clever ideas’ and gimmicks into the pack only for it to bomb. I used to work with a planner (in title only) who just couldn’t get it — it’s about the results remember.

So, with a plain letter, a clear and compelling offer, a simple reply device and reply envelope we beat the so-called creative solution. It was cheaper which also added to a better ROI, gained more money, more repsonse and more of the charity’s mandate was fulfilled.

Sometimes being too creative is being too clever by half. Be clear and direct about what you want the donor to do and how you want them to respond.