To the Point: The Great Debate: Which Channel Is Best?

There’s a lot of debate in the blogosphere and elsewhere these days regarding the efficacy of different fundraising and marketing channels. It goes something like this: “Is direct mail dying?” “Will social media kill e-mail?” “Will mobile rule the marketing roost?” “Should I tweet … or blog?”

This conversation is something of a boxing match between traditional direct marketers and those who revel in new media. The goal is to win the fight and determine which channel is best. While these conversations do make for good sport — I admit it … I’ve catalyzed and participated in quite a few — they’re not terribly helpful. We need to reframe the debate.