Bridging the Creative Gap: Direct Mail and Electronic Fundraising

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In commercial marketing, you can’t forget to ask for the sale. In fundraising, it’s the contribution. This request should be “above the fold” in an e-mail or on Page 1 in the letter. That’s a direct translation from one medium to the other: placement should be prominent.

Of course, there’s no one-size-fits-all solution for all situations. You want to test any of these concepts before rolling with them. But give the “old-school” best practices a chance at succeeding in the electronic frontier — you won’t be disappointed.