Are Your Online and Offline Efforts in Sync?
It's time to end the compromise that's crushing your fundraising.
If you ran your direct mail by marketing department rules, it would crash and burn. Believe me, I know this to be true because I've seen it firsthand. If you ran your website by direct-response rules, a lot of folks at your organization would be very sad.
Thus the Great Compromise. Direct mail has an external audience of donors. The website has an internal audience of influential stakeholders. As long as the two remain separate, you never have to face the wrenching pain of refusing to meet the needs of one or the other.
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