What’s Eating The List Industry? - Don't Tell the Donor

Read this month's Don't Tell the Donor article. The anonymous blogger's newest article tackles the list industry and more.

While reports of direct mail’s death may have been greatly exaggerated, unfortunately the same cannot be said for the traditional mailing list management and brokerage industry. There is a growing understanding that a series of events over the past year have wounded the list community and left it ill-prepared for the coming challenges ahead.

Before I go any further, it should be noted that I have long been an advocate of nonprofit fundraisers ability to use mass mailing to prospect for new members. Not only is it protected by the Constitution, it can also be a cost effective way to raise money and build donor files.

I believe strongly in the ability of organizations to use the unique power of mail to educate and motivate potential new donors. If you believe (like I do) that the revenue from direct mail is responsible for building many of our country’s most important nonprofit organizations – then the mailing list industry deserves a large amount of the credit for developing this successful fundraising channel.

But times have changed. Just as my Don’t Tell the Donor blog attempts to focus debate on controversial issues in the fundraising world, I wanted to use this space this month to talk about the uncertain future of the traditional list industry.

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