Over the years, Richard Viguerie has established principles for marketers of all political persuasions, or no political persuasions at all. A partial list of Richard’s principles follow . . .

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Early on in his career, Richard made a decision to spend every spare moment intensely studying commercial direct mail, so he could apply those principles to non-profit organizations. He gave himself to reading marketing books, psychology books, studies of what causes a person to buy or not buy something, whatever he could get his hands on. It’s no different today.

LIFETIME VALUE
Another of Richard’s principles is the often-overlooked concept called the “Lifetime value” of a customer or donor. Gannett Company, Inc. president John Curley was pleased to announce that after five years of million dollar losses, his newspaper, USA Today, posted its first profit (six months ahead of schedule.)

Non-profit leaders must recognize that it may take months, or even a year or two, to recover marketing investments that aim to cultivate donors, build brand awareness and bond people to your mission. In the world of selling ideas, an education, or hope and healing, the more long-term your outlook is, the more important lifetime value becomes. The initial investment can take years before a profit is turned. Every successful business understands this principle. Unfortunately, many in the non-profit world simply don’t know it, or forget how critical it is. This principle is no less true for cause-related or ideological marketing than for-profit business.  

PROFESSIONALISM
Richard Viguerie demands high standards in his own work and in those who work for him. Recognizing that the work of his agency is often the first impression people get of his agency’s clients, Richard is exacting in his demands for attention to detail and quality.  He understands that hundreds of thousands of causes are competing for the public’s attention, which is why he uses the most tested and expert methods. He also knows that his clients rely on the professionalism of his staff, which is why he hires the very best people he can find and of course, he knows that his clients deserve special care because they do special work.   

COURAGE
Richard Viguerie has guided many non-profits through economic downturns, from the inflationary 1970’s to the Tsunami, Hurricane Katrina, and 9/11.  He has managed internal crisis at organizations (such as a sudden change of leadership) as well as external crisis (like negative press).  
The outlook for non-profits in 2009 is bleak: layoffs, donors not fulfilling pledges, downsizing, and endowment shortfalls. And yet, the need for many non-profit services is increasing, putting further strain on non-profits. Several have even resorted to government bailout funds for help. (Richard will tell you what he thinks about this idea too!)

People today are bombarded with information—300+ TV channels, 40+ local radio stations, over 50 million websites, and over 45,000 magazine titles. They are reacting—with TiVo, opt-out, spam filters, Do Not Call Lists, and the “mute” button. Non-profits are asking themselves how to build their brand, how to reach and bond with new prospects, which communication channels produce the highest return on investment, and exactly which ones should they integrate. How do charities respond to the new economic challenges, to a cluttered marketplace, and more importantly, how will donors who are facing the hardest economy in half a century respond to their appeals?   

Today, it has never been more important to have a clear strategy and detailed tactics for reaching donors in a highly cost-effective manner.  But that may not be enough.  

Courage may be the most important element in your marketing and fundraising mix right now, especially in a climate where playing it safe won’t help.
Richard Viguerie is one of America’s most courageous advertising men in the direct response marketing and fundraising industry today, and ATA is proud to offer this exclusive invitation to participate in Viguerie’s “Plan for Prosperity in Difficult Times.”