Chasm between knowledge and ignorance in marketing and advertising

If you are spending your donors' hard-earned cash on marketing (fundraising), you must watch this short video from one of my heroes - David Ogilvy

Lessons learned include:

1. Personalize your marketing to your supporters
2. Don't be afraid to write lengthy letters or emails (long copy works better than short copy... if it's good)
3. Get trained in direct marketing and direct selling