Welcome to Tomorrow's Donor
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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.

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?

Research/Resources
This section is currently being updated and will re-appear in next month's issue. Thanks for your patience. In the meantime why not check out the Archives!