Do brochures — long accused of lacking intimacy — have a place in direct-mail fundraising?

By Jerry Huntsinger

But you can’t hold a Web site in your two hands. You can’t get any real feel for the person who wrote those words on the Web site. You can’t get that warm feeling that the Web site was written for you and for you alone. Just like when you read a brochure, you don’t move toward a personal relationship with the author of the captions under the photographs.