If you have been in the fundraising industry for a while, you probably remember a time when planned giving newsletters were a surefire way to connect with donors.
While the majority of people still prefer direct mail as a form of communication over e-mail (this cartoon, direct mail vs email, illustrates a point), the popularity of planned giving newsletters has dwindled. Planned giving newsletters still produce benefits and are an important tool in hitting donation targets, but they must be sent with a clear strategy and must target the correct people.