As I surf the web, the banner ads for Phil Scott and Bruce Lisman continue to follow me like the shambling monster in “It Follows.” Last week, I noted the graphic-design shortcomings of both campaigns’ efforts — with Lisman’s being the worse of the two.
Well, maybe they read my post, because they’ve put up a new and much better banner ad.
You’ve got to hand it to Matt Dunne. If my email inbox is anything to judge by, he’s got the most active, persistent fundraising operation of any gubernatorial candidate.
And he’s borrowed an old trick from the public radio playbook: ginning up a false sense of urgency.
Public radio fundraising isn’t aimed at the vast majority of listeners. More than 80 percent of the audience will never give a dime. Roughly ten percent are loyal donors who don’t need convincing.
A pledge drive is aimed at the five to ten percent who listen frequently, who know that public radio depends on listener support, and who are predisposed to make a contribution — but never quite get around to it.
This is where the sense of urgency comes into play. Call Now! Because Right Now is a crucial time! We’ve got a matching gift or a challenge pledge or a prize drawing or we’re about to hit a milestone.