The Perfect Couple?
As a result, the groups are not integrating and sharing valuable resources. Instead, there are competing messages and competing offers going to consumers via e-mail or direct mail. “Meanwhile, each group is somewhat reluctant to drive traffic to the other group,” Bloom pointed out.
Mal Warwick—founder and chairman of Mal Warwick Associates, a Berkeley, Calif.- and Washington, D.C.–based fundraising agency specializing in direct marketing—noted fundraising mailers facing similar hurdles. “The cost effectiveness of direct mail donor acquisition is increasing, so cost effectiveness from the perspective of our clients is decreasing. And in bad economic times like this, they tend to cut down on their prospecting. Meanwhile, acquisition online is doing quite well,” he shared.
- People:
- Warwick