E-mail Should Complement, Not Replace, Direct Mail

4. Singular branding is very important, so the graphics involved in all mediums should be consistent.

5. Donor survey also are essential, as they cultivate and engage the donor and initiate the process of stimulating responses in a new or complementary type of donor relationship.

It should be noted that e-mail is not for everyone -- just as is the case with direct mail, phone solicitations, etc. And it must be stressed that income derivative from e-mail can fluctuate wildly by client type. Today, the most successful online fundraising programs are those that are emergency- or urgency based. General appeals, especially those from organizations with more esoteric missions, generally provide moderate income streams.