Point/Counterpoint: The Direct Mail Debate.
Type: Direct Mail
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By Amy O'Connor and Andy Robinson. From the Grassroots Fundraising Journal, Volume 17, Number 6. Printer-friendly single article PDF download. 6 pages. The following articles present two viewpoints on the efficiency of direct mail as a membership acquisition strategy. This dialogue was stimulated by the article, "Testing and Tracking Your Results," by Pat Munoz and Amy O'Connor. Andy Robinson first presents the case against small nonprofits using direct mail to acquire new donors and Amy O'Connor, one of the authors of the original article, responds. These viewpoints are followed by Andy's suggestions for ways to acquire new members without using large direct mail campaigns. The Journal is grateful to these two writers, both excellent fundraisers, for being willing to air their differences in this public forum.

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