Whither the Winds of Change

Changing channels
Direct mail used to stand alone as the most effective and efficient communication channel for nonprofit organizations. But not any longer. It remains the workhorse, for sure, but e-mail, online blogs, outbound telemarketing, product and statement inserts, podcasts, and targeted radio are rising in significance. Most of these alternative channels are working well and attracting younger donors. And some are far less expensive than traditional direct mail; online blogs and podcasts cost almost nothing when it comes time for execution. Developing strategies and preparing creative content does cost you, but your ability to target messages to specific donors makes these costs insignificant compared to the potential benefits.