E-mail Should Complement, Not Replace, Direct Mail

As the nature and characteristics of various donor-base paradigms evolve, the Internet will be the response medium of choice for a fast-growing number of donors and prospects. Setting up a successful e-mail fundraising program requires patience and investment.

Meanwhile, aggressive direct mail probably will remain the core technique, certainly among those whose initial or ongoing gifts have been achieved via this medium. Rather than a replacement, e-fundraising is another tool in the arsenal of cultivation and fundraising programs -- one that will fit both a specific niche as well as a complementary role.