The latter may be the one that wins, for it advocates increasing donor acquisition activities, even in the face of lower response rates. So constantly innovate, test new direct mail packages and new appeals online, and push hard for more and larger gifts from donors-all the while maintaining the same stewardship policies.
Meanwhile, the DMA just released its first-ever "Future of Direct Marketing" report. Fortunately, DMA research manager and author of the report Michelle Tiletnick was actually reassured after hearing from 35 experts. "The direct marketing community is not alone in feeling the impact of today's struggling economy; however, they have always been resilient. Direct marketing advertising expenditures now account for over half of total advertising expenditures and ... its measurability and accountability ensure that direct marketing is here to stay." Radical resiliency? Try it.