WHY DO LIBERALS OUTRAISE CONSERVATIVES BY 700%? Continued #3...
Post #152
Last week I promised to give you qualities you should look for in a marketing WHO to experience major growth.
Make sure the WHO shares your views, values, and especially your vision.
High energy. Make sure the WHO hasn’t retired and forgot to tell you.
The WHO has a hunger to grow their direct mail/marketing skills.
The WHO is a reader. If they’re not spending 1-2 hours or more a day reading/studying marketing now, they’re not likely to start at your organization. Morton Blackwell says, “All leaders are readers, but not all readers are leaders.” At my age, I read 4-5 hours a day, and 2-3 of those hours are devoted to studying direct marketing/business.
Boldness. You want a WHO that has a bold, entrepreneurial spirit.
If your WHO candidate lacks some of these characteristics, perhaps it’s because they are young, and if given the opportunity they can rise to the occasion (I did). However, if they are in their 50s and lack these attributes, their DNA is set and they’re highly unlikely to change and become the WHO you need for exponential growth.
Why should you want exponential growth?
Because size matters.
Big organizations with big budgets accomplish big things in public policy.
Small organizations with small budgets have small impact on public policy.
Professor Harry Jaffa of Claremont McKenna College in 2014 said,
“WESTERN CIVILIZATION SURVIVES BECAUSE OF AMERICA.
AMERICA SURVIVES BECAUSE OF THE CONSERVATIVE MOVEMENT.”
If we have any realistic hope of saving America and Western Civilization, we will have to have many more bold, entrepreneurial leaders leading large organizations to compete with the dozens and dozens of large nonprofit organizations on the Left.
Because 95% or more of conservative nonprofits are not led by entrepreneurs, most are small, broke and ineffective.
Those of you who sit on the Board of Directors of a conservative nonprofit also have an obligation to provide entrepreneurial leadership.
And the same applies to major donors.
Speak up and ask challenging questions, such as “where is the detailed 3–5-year plan to significantly advance our cause?”
“What’s our plan to grow 10x (1,000%)?”
Tell the leadership that what they have been doing is not working.
The Left is advancing—conservatives losing ground. Urge, plead, demand that conservatives running nonprofits get out of their comfort zone and effectively challenge the Left.
And by the way, a plan is not a list of your goals, dreams, wishes, or aspirations.
In a booklet that Kevin Gentry and I produced a few years ago, Richard A. Viguerie’s Four Horsemen of Marketing® - Amazon I described how to write a good business plan.