DMNews.com | News | Article: "Outlook 2005: Nonprofits Face Troubling Future
Feb. 07, 2005
By: Greg Fox
Merkle Direct Marketing Inc.
gfox@merklenet.com
When DM News asked me, Is direct mail fundraising in trouble? my instinct was to ponder, Is the glass half empty or half full? That's because the answer is truly in the eye of the beholder, or should I say in the hands of the beholder.
Before we answer the original question, we must understand the meaning of the word trouble and the effect it can have on the direct mail industry. If we measure trouble by the strong sense of anxiety that those of us in the industry feel, then direct mail fundraising is in trouble. If trouble refers to the difficulty in conducting business today compared with the past, then there is trouble in the industry. "
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