Fundraising Direct Mail That Drives Online Response

A few weeks ago, I wrote about how Aretha Franklin would be appalled at the way in which nonprofits track (don’t track) online responses and gifts to direct-mail fundraising and membership appeals. In addition to other facts, I stated that the average gifts online are typically 25 percent to 35 percent higher than those by mail (and often twice as much) — one of the main reasons why nonprofit organizations should promote, encourage and track online responses to their mail.