Cover Story: Political Direct Marketing 2004

A direct-mail duel
One of the most obvious yet compelling differences between online and offline political fundraising is the cost. Pieces of direct mail — when you calculate paper costs, list rental and production fees, among other expenses — can total 40 cents to 60 cents a package. But despite unprecedented gains in Internet technology, as well as the cost effectiveness of blasting out urgent e-mail solicitations, direct mail is still the unflinching workhorse of any political-fundraising campaign. For starters, direct mail still is used more as the medium for advanced targeting and segmentation, and is more relevant to and trusted by certain demographic groups, such as older individuals who represent the core of philanthropic giving.