Fundraising's freshest thinkers take on the sector's toughest topics

By Margaret Battistelli Gardner

CJ: You really hit it. Being the director of new media, obviously this is a topic that’s very close to me. No, I don’t think direct mail is dead; yes, I have a checkbook. No, e-mail is not dead. Blah, blah, blah.

It’s 100 percent looking at your housefile, looking at your data, determining where the resources are. Before I was director of new media, I was director of DRTV. So I can tell you there’s a vast difference between our constituents who are coming in through DRTV and the ones who are coming in online. However, after doing some thorough analysis, I can tell you that our most profitable donors are the ones who give both online and through the mail.