PR 101

My brother died 13 years ago. My mother died 11 years ago. Neither ever lived Wisconsin. They lived in Florida.

Yet, at least once a month, sometimes more often, we receive mail for them at the Cole household. They have  been offered credit cards, had requests for donations, to buy health insurance, and in my brother’s case, offers to help him manage his diabetes. A little late on that I think.

We started receiving mail for them about six months after my mother died. I was the executor of the estates, so my address did end up on all correspondence. However, both estates were closed out years ago. I haven’t sent out anything involving either of them in at least seven years.

Yet, somehow, a bunch of lowlife list companies and lazy marketers still send mail for them. Initially, right after both deaths, it upset me. The wounds were still raw. I used to return the mailings with “addressee deceased” written on the envelope. I gave up after awhile because it stopped nothing from coming. Now, I do not even bother to open anything. They just get tossed.

Now, I have to say, I hate junk mail. I always have and I always will. I cannot believe it is all that effective. All it does kill trees. Since the advent of the “no-call” lists blocked telemarketers, direct mail has to be the dumbest way to try and reach customers. Okay, spam email might be worse, but at least I can block most of that.

Do the people who do this really think I am going to buy a product from an unsolicited mailing? Do these people even read marketing research? Do they not know that there are other more effective, less annoying, and less intrusive ways to reach their marketing goals? Have they not heard of the Internet or social media?

And as long as I am ranting, what about these groups that send address labels? Do they really think some sticky pieces of paper with my name and address on it are going to move me to make a donation? It won’t. I have no qualms about using the labels. I just don’t send any money back.

Least you think I am a scrooge, I volunteer with several charities in the Milwaukee area. My wife and I also make donations to groups whose work we want to support. But we choose the groups to which we are going donate. We do our research, check out the group’s federal tax filings and then write a check. Research is key. I want to make sure at least 90 percent of our donation is going to go help someone. I don’t want pay for a large office or a trip to a seminar.

I also do pro bono work for a Milwaukee group that needs the help.

As a note, do not send me a solicitation for anything based on this blog. I will not answer it.

Getting back to my point about how of much of a donation goes to help the given cause, that’s what really bothers me about mail solicitations. How much does it cost to write, print, prepare, and send out those direct mailings? Wouldn’t that money be better spent helping people?

Instead of licking envelopes, find another, more effective way to reach people. Don’t know what they are? Send me an email.