Amazon and the Melting Iceberg of Direct-Mail Fundraising

Recently, I said to someone that direct mail is a "melting iceberg." By that I mean that it's big, but continually shrinking due to people's habits changing. So instead of still building around direct-mail CRMs that can output postcards to different households, nonprofits need to focus on different inputs feeding a single CRM.

The person said to me that the term "melting iceberg" might offend nonprofits since so much of their income is still tied to direct mail.

At first I felt bad that it may have come across dismissive. But then I thought about Amazon.