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

By Kimberly Seville

A lot of them respond better to direct mail than e-mail campaigns, in fact, blowing a big hole in the theory that they would be cheaper to re-solicit than those direct mail donors we have to spend so much money on.

Fundraisers who raise the most from online donors are contacting them with every media in the arsenal … e-mail, phone and mail in strategic coordination. They know if they don’t, online-acquired donors won’t be with them for long.