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Welcome
to Tomorrow's Donor 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? Contributions Do you have something you'd like to contribute to Tomorrow's Donor? I am currently accepting proposals for short articles (fewer than 1000 words) to be included in future issues of Tomorrow's Donor. Please contact me for more information. Research/Resources
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