Chapter Nine: Finance; September 23
Blessed are you when people hate you,
when they exclude you and insult you and reject your name as evil,
because of the Son of Man.
|Can Criticism Be All Bad? Can Slander Be Useful?|
Charmaine was down. She said, “We got hate mail.”
“Success!” I replied.
The great challenge for marketers is to measure the financial effectiveness of advertising. John Wanamaker (1838–1922), the Department Store great from Philadelphia, once said, “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.”
Business has it easier these days. Measurable, fast, feedback helps organizations make better products.
This faster two-way communication in sales and marketing has generated even larger concerns for non-profit organizations. For every non-profit with a virtuous or Christian, Heavenly worldview, there will be a counter non-profit with an opposite, anti-virtue outlook (let’s not call it hell-bound…).
The return on investment (ROI) in the for-profit businesses should be sales generated.
But how about the non-profit?
Not-for-profits have a different type of “product” peddled. The purpose of the virtuous non-profit is to improve the human condition.
So when a non-profit places a media buy, how does Your Business Professor suggest measuring success?
In for-profit, we measure love.
In non-profits, we measure hate.
Our country is evenly and bitterly divided into two competing positions. The animosity is so great and the two camps have opinions so different that we do not have different worldviews; we are on different planets.
We non-profit marketers are now interplanetary ambassadors. Captain Kirk never had it so hard on his starship Enterprise…
So measure the “good” ad with “bad” feedback.
The Alert Reader might suggest that media hits could be an immediate proxy for any ad campaign effectiveness. But here in the non-profit world, the marketing manager should measure opposing, hateful articles, not the friendlies. Getting your friends to agree is helpful, to be sure. Getting the opposition reacting is better.
Nothing is worse than for marketing to be ineffective or worse yet: ignored.
On non-profit blogs we recommend limiting, moderating and editing hate-comments, because most are not helpful and make for atrocious reading. But remember: the purpose of marketing communication is to get a reaction from the marketplace and enter into a two-way conversation with the customer. Even with the disagreeable people who disagree with us.
Hate mail is not pleasing to read. Nonetheless, the wise marketer measures this mail, crunches this data, but uses it only for internals. Be careful of responding for public consumption — rebuttals can look like whining. Complaining about all the stooopid people on that other planet.
They should be ever so politely engaged even when it feels like (anti)social media.
As Jack Welch advises: Never be a victim.
We hear cynical politicians, especially in Your Nation’s Capital, who love the quote often attributed to the writer of American Westerns, Louis L’Amour, “Throw a rock into a pack of dogs, the one that yelps the loudest is usually the one that got hit.”
Measure the hits by the number of yelps.
Today, the effectiveness of the good non-profit can be measured by incoming attacks.
“You have enemies? Good. That means you’ve stood up for something,” Winston Churchill, quoted by Shumaker, Heather (2012-08-02). It’s OK Not to Share and Other Renegade Rules for Raising Competent and Compassionate Kids (Kindle Locations 4805-4806). Penguin Group US. Kindle Edition.
If you weren’t effective, no one would care.
Blessed are you when people hate you, when they exclude you and insult you and reject your name as evil, because of the Son of Man. Luke 6:22