What You 'Think' in Fundraising Can Kill You
Or at least destroy your results.
Important lesson for nonprofits: Baby boomers are reading your direct mail and following your online presence. Make sure your messages on both are consistent.
Fatal thought No. 3: Who needs direct mail?
It's not a mystery: E-mail is a lot less expensive to send than postal mail. Interesting e-newsletters and e-appeals that give donors opportunities to respond quickly to needs belong in your marketing mix.
Pamela Barden is an independent fundraising consultant focused on direct response. You can read more of her fundraising columns here.
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