Some 98 percent of responding nonprofits generally opposed the new guidelines, as did 90 percent of the overall respondents, including 71 percent of CPA firms. We hope that this happens soon. Each of these issues represent new challenges for nonprofit executives who rely upon the mail to raise funds or disseminate information. The focus seems to be on using e-mail to market a nonprofit organization and draw potential donors and members to the organizations website. Even MailCom, a large convention for mail communications continues to offer insightful sessions on how some mailers are reducing postage and printing costs by using electronic communication.
Direct mail continues to drive fundraising and direct marketing.
However, as the costs of direct mail fundraising and publishing continue to rise and the costs and technology of electronic fundraising and publishing continue to become more attainable the two cost lines are bound to intersect soon. And as Postal Service costs continue to soar, the crossroads get closer everyday. Neal Denton is the executive director of the Alliance of Nonprofit Mailers, a coalition of nonprofit organizations leading the ongoing battle to protect fair postage rates and regulations for nonprofits.