Bridging the Creative Gap: Direct Mail and Electronic Fundraising

Sure, there are important differences in creative approach for mail and electronic media. We probably all have heard that electronic media demands shorter, chunkier copy. And electronic messages can (and often should) leverage movement in ways that direct mail just can’t touch. On the other hand, direct mail has tactile attributes that e-mail can’t touch. The feel of fine linen paper, for example, can’t be replicated on your computer’s screen.