Are Your Online and Offline Efforts in Sync?

Letting donor behavior guide the way you design your website makes it look and feel more and more like your direct mail.

Your strongest direct-mail pieces are in gross violation of your brand standards. But if you've tested brand-compliant direct mail, you know it doesn't work.

In fact, I strongly recommend that you test highly branded direct mail now. You need to understand just how helpful or harmful your brand is in the real world.

The Great Compromise is coming to an end. If you end it in a smart, controlled way, the only pain you'll cause will be hurt feelings. That's a lot better than the pain of downward-spiraling revenue.

Jeff Brooks is creative director at TrueSense Marketing and author of the Future Fundraising Now blog. Reach him at jeff.brooks@truesense.com