As
you may have noticed, I've taken a hiatus from publishing Tomorrow's
Donor, but with the New Year, I'm back at it and will be
publishing once again on a regular basis. I look forward to
hearing from you and sharing the latest in online donor cultivation.
Can
anyone REALLY raise money using e-mail? by
Merritt Olsen, M.A.
You
may have wondered, "Can this really work? Will e-mail
be a viable channel through which donors will not only communicate
but also make a donation?"
Well,
this question is the reason Tomorrow's Donor exists.
My colleagues and I believe that many people who are major
donors today were first cultivated through the direct mail
channel. Statistics have shown that in today's tech-savvy
climate responses to direct mail appeals are decreasing among
those in younger generations. Forward-thinking fundraisers
have already begun to consider the dramatic challenge they
could face in 20 years when today's direct-mail donor acquisition
numbers do not yield tomorrow's supporters. How will we reach
this new generation of donors that toss-out postal mail and
hang-up on telemarketers as an every day occurrence?
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