Email myths that could hurt your fundraising

Myths are bad for fundraising.

Here are some myths that could hurt your program if you believe them, from the Fundraising Coach, at 3 myths of email fundraising (with my comments):

1. Email is free. No paper, no printing, no postage. But you still spending two important kinds of currency: Your time, and your donors’ time. Neither should be wasted. Treat email like it costs.
   
2. Everyone has email. When your audience is 70+ (which it likely is) you can’t make that assumption. If you think all the money is in email, you’re a long way from reality.
   
3. Email has replaced print. Not even close. According to a Blackbaud report, online fundraising accounted for just 6.4% of donation revenue last year. Most of the rest was through paper-based channels. And the best driver of online giving is direct mail.