Conference Roundup: The Today and Tomorrow of Fundraising

He called people 65 and older the “last generation of direct-mail die-hards,” explaining that many in this demographic aren’t online and those who are limit their use.

“There’s no multichannel strategy available for dealing with these folks,” O’Brien said. “But there is a big risk that as the center of gravity inside a direct-marketing program gravitates toward the online channel, the direct-mail conversation with DM die-hards will become less robust.”