Wednesday, April 3, 2013

BIG’s Blog: Yesterday’s Vision

Some sixty years ago direct mail appeals for charities were in their infancy. The vision of the early pioneers of this medium paved the way for countless charities to cost-effectively reach tens of thousands, hundreds of thousands, and millions of prospective donors to generate billions of dollars in donations and build files of supporters to go back to again and again.

Sadly, direct mail’s best days are in the past, and its future is decline and eventual obsolescence.

Today, charitable institutions sit at the dawn of a new mode of fundraising: the online digital world . . . and the online world holds an even bigger promise of reaching more people in a more cost-effective way for charities than did direct mail. The biggest plus of this new online world is the real possibility to build actual, connected relationships.

What’s needed is the vision to see the possibility, the fortitude to change the organizations (for the better), and the will to do it.

Yesterday’s vision is in the rearview mirror. Tomorrow’s is right in front of you.

Join us.


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