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Posts Tagged ‘fable’

You’ve all heard that fable of the wind and the sun wagering which one could get the traveler to remove his coat. The wind blows and blows faster and stronger, and the traveler holds on even tighter to his coat. Then the sun bursts forwards and the traveler gladly strips off his coat. 🙂

Moral of the story: “As you can see it is easier to influence people with gentleness than with force.”

On Wednesday, I was invited by the non-profit I’m on the board at to listen to a star in the fundraising word, Penelope Burk.  Ms. Burk has spent years since her active fundraising days testing, interviewing and collecting massive amounts of data in North America about fundraising – what works and why.  What she taught me applies perfectly to lawyers.

I will break down some of Penelope’s wisdom and hard data into a few points directly relevant to anyone who is marketing themselves or a small firm. The overall theme never changes but it seems we have to hear it over and over again in different contexts to keep remembering it:

Over soliciting your donor (client) will work once.  As a long term strategy it is the most certain path to failure. The most cost effective ROI is communicating with the client often without asking for money (offering services), building trust so that when you ask (or offer) it’s welcomed.

It remains a mystery why we need Penelope’s hard data and hundreds of interviews to tell us something we essentially already know. Aren’t we all consumers too? I guess we need to be shown with objective data what the results of spam, endless service announcements and oh yes…the infamous “look what I did recently newsletters”.  🙂

Yet, many professionals will panic and fall victim (can I say victim if it’s totally conscious), to this tactic.  They will crash into the rocks with the sweet siren sounds of impressive short-term revenue, from aggressive and impersonal marketing campaigns. Given the fable above, could we call  this between us as passing wind??  Bloated windiness will cost more and more, and one can guarantee a decreasing return on investment, year in year out, from the increased attrition of clients.

Monday I will break down some of Penelope’s work with philanthropy and how it applies to ALL professionals.  Have a great weekend.

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