Data Smackdown: Direct Mail vs. the Net

Sock also pointed out some faults with direct mail including:
1. High cost of testing — It’s expensive to test in the mail, and often you can’t risk your income with message and creative tests.
2. Wasted resources — Direct mail requires a lot of paper, much of which is thrown out by the donor or lead.
3. Performance is declining — Across markets, nonprofits continue to experience declines in direct-mail acquisition and retention. Our donors are moving online, and we have to follow!