The following article is written by Jeff Brooks, the author of The Fundraiser’s Guide to Irresistible Communications: Real-World, Field-Tested Strategies for Raising More Money and creative director at TrueSense Marketing.

Questions I’m Most Often Asked about Direct Mail Fundraising:

Is the Internet the death knell for direct mail?

Not even close. Direct mail is a long way from death. It’s still the most effective fundraising medium (after the church offering basket) and it’s many times more effective than email.But the way it works is changing. One important change is the way direct mail and the Web are becoming intertwined. Donors are moved by the warmth and personal touch of direct mail, then going online to give. It’s the best of both worlds when they do that: The higher average gifts we get from online donors, combined with the higher frequency and retention we see with direct-mail donors. This is on its way to becoming the typical way giving happens. To be effective in that world, we need to make sure our direct mail and online communications are tightly integrated: Same look and feel, same language, same offers.

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