Data Smackdown: Direct Mail vs. the Net
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Longmire continued her assault by pointing out some deficiencies in online fundraising:
1. Spam — Longmire dared to invoke the dreaded “S” word, emphasizing her argument further by presenting Sock with an actual can of SPAM!
2. Direct-mail donors tend to be more loyal, and it’s difficult to renew online-only donors.
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Karen Taggart
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