The point is we need both.
Marc, a few points of disagreement:
Mary Cahalane

Again, totally agree here — getting good and “omnichannel” fundraising is going to be a massive challenge for most non-profits due to a variety of factors including talent, IT spend and available technologies — but the point is that direct mail will for a long time play an important role. I heard about ACS a few months ago and was interested to learn more. The emerging truth for me is that social and digital are further up the funnel than we originally thought — that seems to be proving generally speaking to be true.

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