Thanks to Beth (checking in from Cape Town no less) for cottoning us to this Non-Profit Times survey that confirms what we have suspected — that a HUGE proportion of direct mail recipients go to your website (and mosey over to CharityNavigator) before deciding whether or how to respond.

So if, as is so often the case, your mail is saying To-MAH-to and your home page is saying Po-TAY-to, you’d better rethink things fast.