Have you done any fundraising by e-mail? What were the results like?
I have tried some e-mail donor renewal and found it very disappointing compared even to Direct Mail.
This could be a symptom of the way people react to e-mail, or the way we did it, or both. I am not sure.
All I know is that the e-mail renewal was less than half as effective as the Direct Mail.
Having said that e-mail can be a really good way of providing an instant fulfilment message in a phone campaign, for reminders, and for underscoring a direct mail piece.
But I think it's not yet a mature enough medium, and too easy to delete, to be an effective fundraising tool on its own for general alumni fundraising.