Five Thoughts About Integrated Fundraising

Oftentimes, e-mail messages are shorter than the direct-mail package text, with an invitation to learn more by visiting a landing page (with its own URL) or the homepage on the charity’s Web site. The story on the Web site often contains more information than is in the direct-mail package. This allows the charity to say, “For more information about Maria, please go to www.____” in both the outbound e-mail and in the direct-mail package. Survey research shows this will be done by about 8 percent of the readers of the direct-mail package and by a higher percentage of the e-mail readers, and that it will reinforce the initial marketing.