Justin interviewed Dick McPherson and Lisa Daniels of McPherson Associates on online fundraising--its history, how it relates to direct mail marketing, and where we can expect it to go in the future. McPherson Associates has a solid history of helping nonprofits with both direct mail and online fundraising campaigns (basically, both Dick and Lisa are expert campaigners). In the interview, Dick shared his thoughts on the strengths and weaknesses of email as a more social tool, as opposed to direct mail as an essentially solitary and contemplative tool. Some changes he expects for the future include increased cell phone giving, project based giving (as opposed to general gifts to an organization), increased activism by donors in turning out other potential donors, and the integration of shopping into supporting a cause. Lisa gives us a specific example of modern marketing: the McPherson Associates campaign for the Amsterdam-based women's advocacy group Mama Cash--the "88 Day Campaign." She explains their success from tailoring the technology of the campaign to their target audience. Listen to the interview below and tell us your thoughts!