Do Thank-You Ads Work?
I’ve seen a lot of thank-you ads over the years. And, it sounds nice to place an advertisement thanking people who have done something for your organization or business. But I believe these are lost messages.
The problem may be in the intent of the ad. It seems to me that thank-you ads are like the fake thank-you notes I get from nonprofit organizations. The fake notes are disguised required IRS letters of acknowledgement. Don’t send the two together. I need one for the tax file and I need one to remind me why I contributed to your organization’s mission. The two motivations are not the same and should not be in the same letter.
A thank-you ad has the same problem as dual messaging. Nearly every United Way runs an ad thanking volunteers and then announcing the goal achievement. That’s two messages. And two different, and sometimes conflicting, advertising motivations. I’m also not sure the advertisement in the paper, in an email blast or on TV does much to make me feel special. A thank you is personal. As much as I like advertising, it is hard for it to get personal unless it is demonstrating a true and direct benefit to an individual.
So in this week of thanks, strive to make your thank-yous more personal and meaningful for the recipient, and leave the tax notification and broad proclamations to the media for which it deserves. By the way, have I said thank you for reading this blog? Did that sound like I meant it just for you? Happy Thanksgiving.