Despite fundraisers’ hopeful expectations, online-acquired donors often cost as much as theur DM-acquired counterparts.

By Kimberly Seville

For the majority of online donors who will decline a monthly giving offer, get them into the mail stream and include them in your telemarketing campaigns … utilize every media you use with direct mail-acquired donors.

All in all, a much larger proportion of online donors migrate to giving by mail than direct mail donors migrate to the Web. So to retain your online donors, you’ll want to spend a good part of your budget on direct mail.