A story, with a point about when it makes the most sense NOT to be selfish…
As I’ve mentioned before, I’m starting to do some work in the nonprofit space.
It started when I recognized a bit back that fundraisers were missing a HUGE opportunity online.
In short, nonprofit fundraisers are rock stars at direct response marketing in the mail. But they’re not applying proven direct response techniques online.
As a result, they’ve forever struggled to raise funds via the internet.
Recent stats indicate there are over $335 billion in charitable donations every year, in the US. But in the last reported year — 2013 — only 6.4% of donations were made online!
Compare that to other direct response markets that were previously heavy in direct mail, and they’ve moved over half their revenue online. (Some have gone online completely, but that’s not necessarily for the better.)
The opportunity gap for helping nonprofits do effective online fundraising is HUGE — probably in the 100s of billions of dollars…
And because I can’t find anyone else out there cracking the code on this, I’m hoping to do it myself.
Which brings me to a current project, and my story…
I put together a proposal for this nonprofit, including copywriting and a number of other recommendations.
One of those recommendations is Google Grants.
This is a program — through AdWords — where nonprofits can get up to $10,000 per month in free AdWords search advertising for their nonprofit.
Now it’s one thing to write a fundraising video script for this nonprofit, it’s another thing entirely to give them the benefit of $10,000 per month in free advertising.
After all, if I can come up with a video script that is effective at raising funds for their organization, we’re going to raise a TON more funds by sending a bunch of free traffic to the video (assuming that’s QUALIFIED traffic).
But there’s a bit of a problem.
You see, I COULD run the AdWords account for this guy. I’ve run a six-figures per year AdWords account. I don’t have exact numbers available, but I can conservatively estimate that in running that account, I generated over $1 million in sales.
I even have the very first testimonial inside the front cover of Perry Marshall’s AdWords book.
And figuring out the Grants program — with all that experience — shouldn’t be too hard.
But that’s not my Unique Ability (with a hat tip to Dan Sullivan of Strategic Coach).
My unique abilities are copywriting, and creating marketing systems where the result of the whole is greater than the sum of the parts.
Creating and especially managing an AdWords account month after month are NOT my strong suits.
If I wanted to negotiate aggressively, I could find a way to make a few thousand off this. And it wouldn’t be too hard, or require too much time.
And I’d probably make it more than worth the investment for this nonprofit, tied in with the strategy and copy I offer.
It wouldn’t get him the best result…
As I said, this doesn’t fall within my Unique Ability.
I can create the system. I can write the copy. I can do a lot.
But I don’t believe the client would be best-served by me trying to do ongoing management of the AdWords.
And so I’ve leaned toward another — better — solution.
I’ve decided not to be selfish. To reduce my total billing. And to find someone who’d be better suited to taking on that part of the project.
As a result, I think I’ve created a solution where the client will both end up paying less, AND getting more and better results.
Long term, this will be a bigger win…
My copy will get better traffic, the results will be better, the client will be happier, and we’ll be looking at a better case study across the board. (And their mission will be better-served.)
I also have some long-term plans up my sleeve that this plays perfectly toward. The whole “opportunity gap in online fundraising thing.”
But that’s a topic for another day.
Lesson for today…
It pays to cultivate a network of folks with complimentary skills to yours. And when you don’t have someone, find someone you’d trust with your own money.
Then send business their way, instead of trying to do tasks you’re not qualified for.
The results will be better, you’ll be happier — and in the long run, it’ll probably make you richer, too.
There’s nothing wrong with being selfish, but sometimes it pays to put yourself second.
Have a great weekend.
Yours for bigger breakthroughs,
Editor, Breakthrough Marketing Secrets