Direct Response: Not So 'Direct' Anymore?
Our brave, new, multichannel world calls for a look at the larger picture of response.
We live in a multichannel world. People receive mail, they spend an increasing amount of time online, most still watch TV and read newspapers and magazines, and everyone has a phone. Now, they might not all be multichannel donors — but I would argue that everyone is a multichannel person.
Why does this matter for direct-response fundraising? It’s creating more “indirect” response.
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