Direct Mail Still Rules the Day in Fundraising

Earlier this week, Blackbaud released its 2011 donorCentrics Internet and Multichannel Giving Benchmarking Report, and the biggest finding of all is that direct-mail giving still overwhelmingly brings in the majority of fundraising revenue.

That does not mean, however, that fundraisers should only use direct mail to solicit donations and communicate with their donors. Multichannel integration is vital in this day and age, with donors spending more and more time and money online. But as the results show, focusing on e-philanthropy alone is a mistake, seeing as direct mail still rules the day.