These are dark times for direct mail fundraising. Response rates are down (and have been trending lower for more than a decade). At the same time, costs of paper, printing, and postage keep going up, usually faster than inflation.
So direct mail is dead, right? The sooner you stop using it for fundraising, the better. Right?
Not so fast.
Jeff Brooks takes a sober and non-panicked look tells at direct mail to see that it isn’t dead. It’s not even sick. But it’s changing, like everything else.