3 Common Online Fundraising Mistakes (and How to Avoid Them)

Mistake No. 1: Treat it like direct mail
Direct mail has been the backbone of fundraising practically since the dawn of time, and it’s still the major driver, especially for older donors. But too often, fundraisers try to ascribe the learnings from direct-mail testing to the digital space, Gensemer says. “They’re talking to people in generic ways. They’re writing e-mails that are too long. They are asking people to take actions that may not be appropriate online,” he says.