It’s more work to…
…gather contact information for all of your current clients or members.
…communicate with them about things other than your organization, store or “sale of the century”.
…talk to individuals instead of buying an ad for the masses.
But it’s easier to…
…get information of your current clients than to get information from strangers.
…talk about what’s important to their lives if you’re listening on their terms (Facebook or Twitter come to mind).
…talk to individuals and get a response than to buy an ad and get the attention of the masses.
As with all things worth while it’s easier in the long run if you do more work in the beginning.
Stop throwing money at the masses and start talking to individuals.