Direct Response: Not So 'Direct' Anymore?

At a bare minimum, organizations should think about their supporters less “directly.” To get started with this line of thinking, try interacting with your organization — or a charity you support — the way you would in your personal life. Does an article in the newspaper, a banner ad or a mention on NPR motivate you to give to the organization’s direct-mail piece? Does one of these cause you to check out the organization’s website or Facebook page, and does the content there mesh with what you just heard or read?