--- title: Chasm between knowledge and ignorance in marketing and advertising description: If you are spending your donors' hard-earned cash on marketing (fundraising), you must watch this short video.. image: https://info.imarketsmart.com/hs-fs/file-3555829962-jpg/blog-files/tweetthis-e1438355436358.jpg --- ### Get weekly nonprofit marketing ideas straight to your inbox ** [301.289.3670](tel:+1-301-289-3670) / [888.618.2015](tel:+1-888-618-2015) [**Contact](http://imarketsmart.com/contact-us) [**  Careers](http://imarketsmart.com/careers) - - - [![Imarketsmart](https://info.imarketsmart.com/hs-fs/hubfs/images/logo-basic-300x451.png?width=300&height=45&name=logo-basic-300x451.png "Imarketsmart")](http://imarketsmart.com/) [Get a Demo](http://imarketsmart.com/request-a-demo/) # Marketsmart Blog # 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](https://en.wikipedia.org/wiki/David_Ogilvy_(businessman))**   **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 https://www.youtube.com/watch?v=Br2KSsaTzUc ### Related Posts [7 Simple Lessons to Remember from Dr. Russell James About Planned Gift Marketing](http://imarketsmart.com/7-simple-lessons-to-remember-from-dr-russell-james-about-planned-gift-marketing/) [5 Ways to FAIL at Major and Legacy Gift Marketing (and 3 Ways to SUCCEED)](http://imarketsmart.com/5-ways-to-fail-at-major-and-legacy-gift-marketing-and-3-ways-to-succeed/) [Everything You Ever Wanted to Know About Nonprofit Marketing](http://imarketsmart.com/find-everything-ever-wanted-know-nonprofit-marketing/) [![Tweet This](https://info.imarketsmart.com/hs-fs/file-3555829962-jpg/blog-files/tweetthis-e1438355436358.jpg?width=20&height=20&name=tweetthis-e1438355436358.jpg)](http://ctt.ec/lDc66) - [Tweet](https://twitter.com/share) **Posted by**Greg Warner July 22, 2015 [** Next](https://info.imarketsmart.com/blog/why-you-should-use-nostalgia-to-promote-more-giving/) [Previous **](https://info.imarketsmart.com/blog/the-best-2-step-plan-for-legacy-gift-marketing/) Tags: [Planned Giving](https://info.imarketsmart.com/blog/topic/planned-giviing), [Major Giving](https://info.imarketsmart.com/blog/topic/major-giving), [Lead Generation](https://info.imarketsmart.com/blog/topic/lead-generation) Search this site on Google Search Google #### Get Weekly Tips ![](http://11034n4348rz28bwol8ogod8.wpengine.netdna-cdn.com/wp-content/uploads/2015/07/majorgiftmotivatorCTA-e1438624761470.png)Get captivating motivational quotes~*hand-picked for major and planned giving fundraisers*~delivered via email every Tuesday.![](http://11034n4348rz28bwol8ogod8.wpengine.netdna-cdn.com/wp-content/uploads/2015/08/majorgiftmotivator-tile-sidebar-image-e1438802110804.jpg) [![Get Motivated](https://no-cache.hubspot.com/cta/default/1716178/3152951d-d234-4e33-8af5-19882b865e06.png)](https://cta-redirect.hubspot.com/cta/redirect/1716178/3152951d-d234-4e33-8af5-19882b865e06) ### JOIN THE CLUB Become a better fundraiser! Enter your email below for tips and tricks guaranteed to help you raise more money and keep more donors at lower costs. ### DOWNLOAD OUR FREE EBOOK [![eBook Image](https://info.imarketsmart.com/hubfs/images/Hardcover-Book-FundraisingIsBroken-e1438787940530.png)](http://imarketsmart.com/resources/ebooks/fundraising-is-broken-ebook/) **A Fundraising Guide for Nonprofits**[![Get My Copy](https://no-cache.hubspot.com/cta/default/1716178/3f31af11-258f-4651-911c-07db0c7c1785.png)](https://cta-redirect.hubspot.com/cta/redirect/1716178/3f31af11-258f-4651-911c-07db0c7c1785) ### Connect with MarketSmart ### Our Awards [![](https://info.imarketsmart.com/hubfs/images/2015_score_award1-1.jpg)](https://www.score.org/success-stories/marketsmart) [![](https://info.imarketsmart.com/hubfs/images/winner-1.png)](http://scoreawards.score.org/entry/8856382) ### Press Releases [![](https://info.imarketsmart.com/hubfs/images/washingtonpost.png)](http://www.washingtonpost.com/news/on-small-business/wp/2015/05/06/business-rx-how-to-manage-a-rapidly-growing-team/) [**](https://info.imarketsmart.com/blog/chasm-between-knowledge-and-ignorance-in-marketing-and-advertising/#top) ![](https://info.imarketsmart.com/hubfs/images/LogoWithSlogan.png) [![](https://info.imarketsmart.com/hubfs/images/winner.png) ](http://scoreawards.score.org/entry/8856382)[![](https://info.imarketsmart.com/hubfs/images/2015_score_award1.jpg)](https://www.score.org/success-stories/marketsmart) ©2015 MarketSmart | 9658 Baltimore Ave., Suite 360, College Park, MD 20740 | [301.289.3670](tel:+1-301-289-3670) | [Privacy Policy](http://imarketsmart.com/privacy-policy/) | [Anti-Spam Policy](https://info.imarketsmart.com/anti-spam)