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Instruct universities on effective fundraising strategies for their direct mail campaigns
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PP: Based on recent industry trends, what are your predictions for direct mail’s place in the education market? Is Internet marketing the wave of the future?
Klassen: College- and university-educated alumni are certainly high Internet adopters, and generally facile with the technology. Most institutions have electronic newsletters that they distribute to their alumni, in addition to print. However, our experience is that while many alumni donate online, it is usually in response to a printed piece, or a deliberate cultivation effort on the institution’s part. We certainly see print playing a strong role in integrated marketing for a long time to come.
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