Berkeley, Calif.

Heather Fletcher is senior content editor with Target Marketing.

In every business sector, the more integrated today's direct marketing efforts, the better. And increasingly, that integration must involve a Web site that supports both the direct mail and e-mail campaigns. In fundraising, that holds true, for prospective donors don't waste much time before heading to a fundraiser's Web site to conduct a little research.

Because the ability of high-end donors to give to nonprofit organizations has been hampered by the current economy, there's rarely been as important a time to approach them the right way.

A recession puts stress in all kinds of places, including the relationship that nonprofits have with their donors. In his recent book, "Fundraising When Money Is Tight: A Strategic and Practical Guide to Surviving Tough Times and Thriving in the Future," Mal Warwick—founder and chairman of Mal Warwick Associates, a Berkeley, Calif.- and Washington, D.C.-based fundraising agency specializing in direct marketing—says that your organization must have programs in place that recognize the importance of that relationship, especially during down economic times.

Last January, fundraiser Mal Warwick, founder and chairman of Mal Warwick Associates in Berkeley, Calif. and Washington, D.C., saw the U.S. economy heading south and published a paper entitled Fundraising in Tough Economic Times. Well, those times have become even tougher, so Warwick recently readdressed the topic in a new paper, Fundraising in Tough Times: A No-Nonsense Guide to Surviving in a Challenging Economy.

The age of corporate responsibility is here, and many direct mailers didn’t see it coming. And many don’t know what to do. Mal Warwick—founder and chairman of Mal Warwick Associates, a Berkeley, Calif.- and Washington, D.C.–based fundraising agency specializing in direct marketing—got a head start more than a decade ago, when being socially and environmentally responsible wasn’t necessarily profitable. Now he serves as a model for direct marketers everywhere who want to achieve the so-called “triple bottom line”—social, environmental AND financial success—that actually is more profitable for most of the companies that pursue it. Warwick is the co-author of “Values-Driven Business: How to Change the

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