ACS' Big, Bold Move

Let’s be clear: The organization is not eliminating direct mail across the board — just direct mail that operates only in a single medium. And, to be fair, ACS is somewhat unique among entrenched, behemoth organizations in that just 6 percent of its $900 million revenue comes from direct mail.

But this clearly is still a big move, and a complex one, with implications not only for ACS but for the fundraising sector as a whole. And no doubt, everyone in the sector will be watching and waiting to see how it will all play out.