In an era of TikTok, texting and trending tweets, direct mail might seem like the grandma of fundraising tactics. But don’t underestimate Grandma. She’s wise, experienced, and still knows how to get results.

Let’s talk about why this "old school" channel still deserves a spot in your modern fundraising toolbox — and how it can work hand-in-hand with your digital strategy to build deeper, longer-lasting donor relationships.

What the commercial sector already knows

Let’s take a step back. In fundraising, we often look to the commercial sector for inspiration and the big players — Nike, Apple, Amazon — still integrate direct mail into their marketing mix. No, it’s not because someone found a stash of stamps from 2003. These brands are strategic and understand that they need to be everywhere their customers are. They also know that direct mail is another way to help reinforce and take advantage of the positive impression customers have of their brand.

Nike’s personalized postcards and glossy catalogs are crafted to spark emotion, whether it’s excitement for new gear or a warm fuzzy feeling about a retro sneaker.

Apple’s mailings? Sleek, minimal, and designed to make you feel like you just got an exclusive invite to the world’s coolest club.

Why do these brands still bother with paper and postage? Because while digital has reach, direct mail has staying power. It’s personal. It’s tangible. And, it doesn’t vanish into a spam folder.

Here’s the kicker: digital tools amplify this effect. With analytics, segmentation, and personalized emails, you can fine-tune your messaging for each donor and reinforce the emotional impact of your direct mail campaigns. It’s a seamless experience where each channel enhances the other.

Why direct mail still works for charities

Direct mail is the fundraising workhorse. Sure, email is fast and affordable, but when it comes to response rates, direct mail still leads the pack. Studies show direct mail response rates range from 2.7% to 15.3%, compared to email’s modest 0.6%.

Even more impactful is that it’s not just about the first gift. Donors acquired by mail tend to stick around. Many become monthly donors, and monthly donors are seven times more valuable than one-time givers. With good stewardship, attrition rates for monthly donors can drop as low as 5%.

That humble mailing list is a pipeline for mid-level gifts, legacy prospects, and even major donors. It’s not just a list. It’s your future file.

Digital fundraising is key in nurturing these relationships. By integrating your direct mail efforts with digital touchpoints like email, social media, and online giving platforms, you create a 360-degree experience for your donors. This holistic approach helps build long-term engagement and keeps your cause top of mind.

Why cutting acquisition mailings can backfire

When budgets tighten, acquisition is often the first to go but cutting your mail program can be like tossing your fishing rod because you haven’t caught a whale yet.

Here’s why you should keep your acquisition game strong:

1. You’ll grow your donor base with new donors. Without them, your file shrinks. People lapse, move or stop giving. You need a steady stream of fresh supporters to keep the lights on.
2. You’ll start longer-term relationships. Your next major donor might start with a $25 gift in response to a compelling letter. Remember that stat from earlier: they’re 7X more valuable.
3. You’ll bank on the emotional connection. Mail delivers a tactile, emotional experience that digital just can’t match.
4. You’ll keep donors loyal. Direct mail donors are often among your most reliable, long-term supporters.
5. You’ll find ways to mail smarter — and more cost-effectively. Instead of cutting, optimize. Test formats, refine targeting, and invest in what actually works.

The neuroscience of print

Here’s where science joins the conversation: our brains love print. People engage more deeply, remember more, and feel stronger emotions when they hold something in their hands. This holds true whether you’re 18 or 88.

For younger donors, mail feels novel, it provides a break from endless screens. For older donors, it’s familiar and comforting, like an old friend popping by for tea. No matter the age, print makes people feel seen. And, as I said earlier, it works.

Proof points: The real value of direct mail

Yes, direct mail costs more than hitting “send” on an email. But it also delivers more. It drives net revenue and builds durable relationships.

Mail-acquired donors are more likely to become monthly givers, upgrade their giving, and include your charity in their estate planning. That’s not just fundraising. That’s futureproofing.

Tips to mail smarter

You don’t need to mail more. Mail smarter. Here’s how:

1. Segment your list. Tailor messages based on donor history, preferences, and capacity.
2. Test and learn. A/B test formats, messages, and offers. Keep what works, ditch what doesn’t.
3. Quality over quantity. Thoughtful, well-designed mail stands out more than mass-produced clutter.
4. Measure what matters. Know your cost per acquisition, retention rates, and donor lifetime value.
5. Get integrated. Build your brand and reinforce your message through email, social, and digital ads. Donors live integrated lives. Your strategy should too.

Integrating digital and print isn’t just a trend, it’s the future. Digital fundraising can help automate and personalize your efforts, creating a seamless experience that enhances the emotional and tangible power of direct mail.

The band analogy (because your fundraising should rock)

• Think of direct mail as the drummer in your fundraising band. Steady. Reliable. Keeps the rhythm.
• Email is your lead guitarist — flashy, fast, and great for solos.
• Social media? That’s your keyboard — expressive, unpredictable, and often experimental.

Together, they make beautiful music.

Even powerhouse brands like Nike don’t rely on just one instrument. They go full band with every channel in harmony. That’s what makes an integrated marketing strategy sing.

For charities, the same principle applies. Combine the staying power of direct mail with digital tools, phone outreach, events, and social. Reach donors from every angle and not in a creepy way, just in a “we care and we’re here” kind of way.

So don’t sideline your mail program. Embrace it. Improve it. Integrate it. Let it be part of a show-stopping ensemble. Because when your strategy works, donors don’t just listen. They feel something and then they respond.

Finally, if you are thinking of cutting your mail program, be sure you have a plan for replacing that revenue, the long-term value, and the donor pipeline it provides. Because you will have to. Don’t just think about this fiscal year. Think about the years to come. And as always, be calm and fundraise on.

As CEO of Stephen Thomas Ltd (ST) Paula Attfield is passionate about helping nonprofit clients raise more money, particularly in the realm of integrated direct response annual giving. But, don’t forget the power of digital tools in optimizing your strategy. STella! — ST’s digital fundraising division — helps nonprofits and charities analyze digital interactions to improve their direct mail targeting, making it even more precise and impactful. Contact her, PaulaA@stephenthomas.ca