Your mom told you that “First impressions count.” In the digital age, mom’s advice matters more than ever. With today’s technology – email, instant messaging, Twitter, mobile phones, texts, and more, word travels fast, and first impressions matter. In fact – and this is what I want you to remember – when it comes to fundraising and donor development, the way you first connect with a TV viewer, radio listener, supporter, or donor is the way they’ll expect you to connect from that point on. In other words – reach them through email first, and they’ll expect that to continue. Reach them through direct mail, the expectations are the same. So give a lot of thought to how you want to start the conversation with potential donors, because they get used to it.