Given the statistics on online donations, some may argue that non-profit organizations should shift their development and marketing dollars away from direct mail. Articles, like the one below, discuss the rise in online giving among various demographic groups, including those above the age of 65. Is this the end of direct mail for non-profits? Probably not. Although online giving has become significantly more popular, there is no denying that there are many who still like to receive solicitations and information by mail. I think the balance between the two options has more to do with the budget of the organization, and whether historical data has shown that direct mail has been effective within the institution's core and peripheral audiences.
http://philanthropy.com/blogs/prospecting/internet-giving-grows-in-popularity-with-older-americans/29977
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