There is a lot of buzz about being relevant. Given the chance, I take being effective over relevant any day. The most basic tenet of any marketer is to connect the message to its intended audience. It’s that easy. It’s not that simple. My team at The A Group is currently working on a campaign targeting legacy donors: they have large-gift potential, are motivated by leaving a legacy behind, and are between 65 and 85 years old. A social media campaign is not going to reach them. Most likely, an email campaign will not do much better either. Traditionally, the “Builder” generation responds well to direct mail campaign with multiple pieces and telemarketing ( I can’t believe I just wrote down “telemarketing” but I did). I know that creating a new app would be a lot cooler than trying to print and stuff direct mail. Creating a dynamic microsite with…