Krista Harte Sassaman

“There’s a good chance that our [monthly donor] did not select her two favorite charities and then join their monthly programs. Most likely, she responded to the two charities who asked her first.” — Harvey McKinnon from “Myths of Monthly Donor Programs: Challenging the Myths About Monthly Giving Programs,” as quoted by Krista Harte Sassaman, senior account director at Epsilon, in her session, “Monthly Giving Basics & Beyond: Shattering the Status Quo With Your Sustainer Program,” at the DMA Nonprofit Federation’s 2008 Washington Nonprofit Conference last month.

With all the hype surrounding online fundraising, direct marketers are left with questions about the performance of online campaigns vs. direct-mail acquisition campaigns. Which perform better? How do you know which to use for your organization? The answer: It depends. As with most aspects of direct marketing, there is no cut-and-dry answer as to which method of donor recruitment is better, but rather unique characteristics of both channels. In an effort to uncover some of the benefits and challenges of online and DM acquisition, I moderated a debate at the Bridge Conference in Washington, D.C., last week. Krista Harte Sassaman, senior account director at marketing solutions

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