What Aretha Franklin Can Teach Fundraisers About Direct-Mail Response and Online Giving

Aretha Franklin would be appalled. This evolution of how people are responding to mail is getting very little R-E-S-P-E-C-T. Most nonprofit organizations are committed to tracking mail responses to their direct-mail appeals. They are equally committed to tracking online responses to online appeals. But when it comes to results analysis and reporting, these online responses to direct-mail appeals often, and unfortunately, remain in the “online” column.