Direct mail is like kale – nobody likes it the first time they try it.
Kale is a tough, leafy vegetable that tastes like a hedge.
But over time, a person can come to see the benefits of eating kale. You start to appreciate kale. And with the right prep and dressings, even enjoy it.
Direct mail is a tough, counter-intuitive, expensive way to raise money.
But over time, an organization can come to see the revenue that direct mail brings in and the relationship it builds. You start to appreciate direct mail. And with the right approach and understanding, even enjoy it.
Kale will never be as enjoyable as a cheeseburger. Direct mail will never be as enjoyable as a great conversation with a major donor, or the emotional high of a beneficiary’s story at an event.
You might not like direct mail or kale. But both of them are still good for you.
I love this post. And kale. Great analogy.
What comes to mind is offering the board of directors lunch, it’s a kale salad and pointing out to them it’s “the color of money.”