The Great Debate: Direct Mail vs. Online Acquisition

With all the hype surrounding online fundraising, direct marketers are left with questions about the performance of online campaigns vs. direct-mail acquisition campaigns. Which perform better? How do you know which to use for your organization?

The answer: It depends.

As with most aspects of direct marketing, there is no cut-and-dry answer as to which method of donor recruitment is better, but rather unique characteristics of both channels.