The Great Debate: Direct Mail vs. Online Acquisition

Here’s some of what we found:

* Direct-mail campaigns generate a higher initial response rate.

* Online acquisition campaigns usually generate higher average gifts.

* Predictive analysis in direct mail is more accurate at this time, so you are able to reduce risk.

* Direct mail-only donors tend to renew at higher rates than online-only donors, but multichannel (those giving online and in the mail) often are your strongest donors.