In fundraising today, a wealth of communications tools makes it increasingly easier to contact prospective donors--but is it getting harder to really connect with them? Do the new tools work as well as the old ones? In the second decade of online marketing, all the tools of the trade are subject to scrutiny. Direct mail has been a mainstay of the annual fund for years, but recent studies show that it's not as effective as it used to be. Should fundraisers scrap their mail campaign and focus on e-mail and online solicitations? And what about social media? Young alumni are using Facebook and Twitter. Should fundraisers be there, too? Traditional direct mail isn't dead yet, but one can't do business as usual. The most coveted skill in fundraising is the ability to articulate a case in a compelling and original fashion. Communication tools will continue to evolve, and as they do, it will be the fundraiser's job to become familiar with them and determine if they fit within his or her strategy. But whatever the vehicle, if the fundraiser's message isn't interesting, well-written, and sincere, with a clear call to action, it won't stand a chance. This simple goal of clear communication and connection remains at the heart of a fundraiser's work.