A friend of mine (not associated with the world of direct marketing) recently asked me whether we still use the mail to raise money for our clients. An interesting conversation ensued – with the customary disbelief that in an age of all encompassing electronic media and social networking direct mail is not dead. Really … it isn’t! In fact, as Convio
reported last year, direct mail remains the most acceptable solicitation channel for older Americans, “but also scores surprisingly well with younger generations” … with 49% of all donors sending a check through the mail.
So if the troubling trend of shrinking mail volumes we witnessed over the past few years seems to have subsided (see this month’s FYI
) – are we out of the woods in terms of regaining strength in our acquisition programs? No – because we’re now seeing another disturbing trend in the list world.