by Ken Burnett,
motivational speaker and occasional fundraising consultant.
Blog 29 Sept 2013.
‘I have seen one mail order advertisement actually sell not twice as much, not three times as much but nineteen and a half times as much merchandise
as another ad for the same product.
Both were run in the same publication. Both had photographic illustrations. Both had carefully
The difference was that one used the right appeal and the other used the wrong appeal.’
If you’re looking to get your boss something inspirational and improving for Christmas, Tested Advertising Methods could be just the thing.
Is this book worth bothering with now?
Well, if more fundraisers were familiar with its principles more charities would be more effective. Donors would be cheaper to recruit and would stay longer. There’d be more resources for us to invest in retention, which is what we really need to do.
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