How will digital printing impact fundraising?
What impact do you believe digital printing will have on direct mail fundraising? With the amazing personalization that is possible with digital printing, it would allow nonprofits to subsegment their messages 4 to 6 times beyond what they do today. Are you using this method for any of your clients today? Mal answers: I’ve been fascinated with the potential of digital printing for more than a decade. From time to time (though admittedly not in the last couple of years) I’ve looked into the technology in hopes of putting it to work for my clients. So far, conditions haven’t seemed ripe for that. Two problems have emerged in the past: (1) Digital printing has seemed more expensive. (2) The deal-killer: most nonprofits are unwilling to invest in the extra elbow grease required to write all that highly segmented copy. There’s a third reason, too. The extra segmentation introduces lots more opportunities for error. That factor shouldn’t be overlooked. Direct mail is already error-prone beca
