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Is Direct Mail Dying?
by Ashley High Some people have predicted that direct mail returns will drop up to 40% in the next five years. This theory has started a vigorous debate on Frogloop, a non-profit online marketing blog.
Allyson Kapin, a non-profit marketing consultant, interviewed several charities, including one group that has completely eliminated its direct mail, to see if direct mail is about to disappear. She concluded that charities should “start preparing now for a younger generation of donors who strongly prefer the online medium – not the mail – for managing their lives, including donating money to their favorite organizations.”
However, Mal Warwick notes that thousands of charities have raised billions of dollars every year by direct mail: “My, my. Isn’t it curious how people who are young and enthusiastic about online communications are so firmly convinced that direct mail is dead or dying – while professional fund raisers, that is, the people who are responsible for bringing in the bucks, think the young critics are living on another planet?”
To read the debate, visit Frogloop’s blog.
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