Data Smackdown: Direct Mail vs. the Net

But Sock retaliated with a strong attack pointing out key advantages of online fundraising:
1. Speed — Especially in the case of an emergency or hot issue, nothing beats online fundraising in its effectiveness.
2. Message flexibility and testing — It’s simple to test a message via e-mail on a small sample and tweak it before roll-out.
3. Lead ownership — Once someone has signed-up for your list online, you own the lead and can solicit that person multiple times.
4. Average gifts tend to be higher online.
5. Customization is more cost-effective online.