Fundraising Direct Mail That Drives Online Response

Now, some of you old-school direct-mail fundraisers out there may doubt that online gifts are 25 percent to 35 percent higher and may be thinking, "Just let them respond by mail. It’s easier to track." But we all need to realize how people use the Web these days — including many older baby boomers and members of the G.I. generation. Your donors and members have come to expect that anything they can do offline, they should be able to do online.