"For thousands of years, practioners of acupuncture would burn mugwort on a patient's skin, believing that the heat would penetrate and help heal the patient.  Superstition is a funny thing. Often expensive, time-consuming and even dangerous, a superstition can stick around for a long time, even when there's no evidence that it really works. Everywhere I look, I see organizations practicing moxabustion. With a vengeance."

That's how I often feel about nonprofit organizations and their print newsletters.  There's a feeling that they somehown "burn through" to donors and constituents.  But we have no evidence that they really work. 

And, when the opportunity arises to convert to e-communications...with treasure troves of marketing data lurking behind a well-designed subscription service...we are loathe to do so for a host of NEW superstitions.