In the Trenches: Nine Successful Habits of Direct-Response Fundraisers

3. Don’t be swayed by “the next big thing.” Be prepared to make technology work for you — don’t jump at promises that the new way is always better. Since I started producing direct-mail campaigns back in the ‘70s, I’ve seen personalization, database analytics, premiums, telemarketing, Web, e-mail and a host of other new ways to communicate with donors come on the scene. Like every tool on my workbench, each has an appropriate use. Remember, someone will invent the solution and then go looking for a problem to solve. Invest carefully in new tools for your workbench, and keep the old ones sharp and ready for action.