Pamela Barden-Stand Proud and Don't Let the Naysayers Get You Down : FundRaising Success: As someone who has worked with direct mail for my entire career, I cringe when I hear "junk mail," roll my eyes when I hear the claim that rigor mortis has set in, and continue to urge anyone who will listen to invest in direct mail — but do it right.
Why?
Simply put, because direct mail works. Randy Brewer of Brewer Direct recently said, "Let's not trade dollars for dimes," reflecting the reality that direct mail is still outraising newer forms of fundraising. Bottom line: It should never be "either/or" — smart fundraisers know they need to be digital-savvy, but they also need to be direct-mail-savvy.
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