The State of Direct Marketing and Integrated Fundraising

The postage meter and the mouse must co-exist. In the future, it is essential to focus on multichannel giving and channel reinforcement with one form of media reinforcing the other. And remember, older donors do use online for researching issues and organizations, but give via postal mail.

Even if you’re not raising much money right now from younger donors, it’s essential to begin experimenting with online for the Generation Y folks. Test paid lead generation, online premiums and content with perceived value.