Getting to the Heart of the Donor
New research
supports the idea that organizations must diversify their
communications
channels and integrate their overall
fundraising strategies.
4. Note the nexus in the 25- to 54-year-old group. The donors who will be most important to us in the next decade appear equally facile with mail and online.
About direct mail
There is considerable discussion among fundraisers about the impact of electronic forms of giving such as texting and online donations; some consultants have even gone so far as to write an obituary on direct mail. However, Heart of the Donor™ confirms that mail as a fundraising tool is still an effective channel.
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