Why Direct Mail Still Matters in Nonprofit Fundraising and Stewardship in 2025

In an increasingly digital world, with email, social media, and text messaging providing fast and cost-effective ways to communicate with donors, some nonprofits may be tempted to cut back on their mailed appeals and thank-you letters, particularly when their boards and executive leadership are pressing for this as a cost-saving measure. While this may save you a few bucks in the short-term, for most fundraisers, direct mail remains a powerful tool for fundraising and stewardship, making cutting direct mail far too costly to their long-term sustainability. The best fundraising program contains a strategic mix of both direct mail and digital channels to maximize donor engagement and meet supporters where they are, fostering stronger connections and long-term giving.

Here’s why direct mail should remain a part of your nonprofit’s communications strategy in 2025, and how you can do it in a cost-effective way that complements your digital channels. 

Direct Mail—Why It Matters 

Digital Outreach Alone is Leaving Money on the Table 
The most compelling argument for continuing direct mail is simple… it is bringing in money. If you were to go completely digital, you’d be missing a significant segment of your donor base—a segment that is likely your most generous, not to mention your best prospects for planned giving. Your loyal, long-time donors enjoy seeing the impact of their generosity in print. Deleting an email is easy (assuming they’re even on your email list), but a paper mailing provides a tangible reminder of your mission with a clear call-to-action. Most nonprofits are still seeing a higher response rate for direct mail outreach than digital outreach alone, which means you’re leaving money on the table if you do not incorporate direct mail into your solicitation strategy. 

The same can be said about stewardship communications, including thank-you letters. Email open rates vary widely, but according to a recent report by Neon One, the average open rate for nonprofit emails is just 28.59%. That means a large percentage of donors may never even see your messages—which means they don’t know they’re being asked, and they don’t know they’re being thanked. If a donor never sees an acknowledgment or feels that what they receive is impersonal, how likely are they to continue giving? Failing to properly recognize a donor’s gift can do lasting damage to their relationship with your nonprofit.

Incorporating direct mail into your strategy increases the odds that your donor receives a compelling ask and a heartfelt expression of gratitude, that won’t get lost in a spam folder. 

Direct Mail Doesn’t Just Engage Older Donors 
As nonprofits expand their donor base and begin to engage Gen X, Millennials, and Gen Z, the conversation has largely been focused on how to connect with these generations digitally, but for each of these post-Baby Boomer generations, there is still significant value in direct mail. 

Gen X and Millennials, who can remember a pre-digital world, but are now highly engaged online, respond well to direct mail when it complements online engagement. Receiving a physical appeal can drive them to take action online, whether by scanning a QR code, visiting a donation page, or engaging with a nonprofit’s social media channels, providing donors the option to engage through whichever giving channel they prefer. Even Gen Z, despite their digital fluency, appreciates receiving physical mail, partially because it is a novelty.

When organizations cut back on their direct mail solicitation, they tend to see a decline in website traffic, as well as donations, in addition to fewer gifts from donor-advised funds and other miscellaneous giving channels.

In an era of email overload and digital fatigue, direct mail provides an opportunity to stand out, build trust and familiarity with your organization’s mission, strengthen relationships, and ultimately drive fundraising success across all generations when direct mail is combined strategically with complementary digital outreach.

When to DM—Being Strategic and Intentional with Mailed Outreach

Direct mail remains a valuable and essential component of a strategic fundraising program. To maximize its effectiveness, it's important to test and identify the segment of your donor file that responds at a level that justifies the investment. By incorporating direct mail thoughtfully, you can ensure it aligns with your overall strategy. Here are some key considerations to help you use it intentionally and strategically.

Match the Thank-You Method to the Donation Method
How do I know how my donor wants to be thanked? Well, the obvious answer is to ask them; noting their communication preferences either through a one-on-one interaction you’ve had with them, or through a survey, is a great way to make sure your communications moving forward are personalized. But recognizing that that is not always feasible, one option is to acknowledge a donor’s gift in the same format they used to give. If a donor sends a check in the mail, it is likely they’d like to receive a mailed thank-you letter in return. Likewise, online donors typically expect an emailed receipt and acknowledgment. As you build the relationship, adding a follow-up direct mail piece after a digital interaction can differentiate yourself from other organizations and help you build a unique identity.

Setting a Threshold for Mailed Thank-Yous
In addition to matching the donation method, another popular rule of thumb is setting a threshold for gifts that get a mailed thank-you. Mailing every single donor a thank-you letter may not be financially feasible, but nonprofits can establish a threshold that ensures major donors and key supporters receive a personalized touch. For example, gifts under $100 might get a postcard or very simple receipt. Gifts in the mid-range could get a simple letter, while those over $1,000 (or another designated amount depending on the size of your organization) might trigger a hand-signed note from the CEO. Additionally, special circumstances—such as a first-time gift, an in-memory donation, or a donor with a long giving history—might warrant a mailed letter even if the amount falls below the standard threshold.

Use a Multi-Channel Approach with Complementary Messaging
Direct mail shouldn’t exist in isolation—it works best when combined with other communication channels. A strategic approach includes:

• Mailing a letter with a heartfelt message and call to action for financial support.
• Sending an email that arrives both before and after the mailing that reinforces the message with a digital touchpoint, making it easy to give online.
• Posting on social media with more content that supports the message and call to action.
• Following up with a phone call for major donors or other supporters to provide a personal thank you and strengthen the relationship.

This multi-channel approach ensures donors receive your message in multiple formats, increasing engagement and long-term retention.

Conclusion
Some organizations hesitate to send direct mail due to printing and postage costs. However, the real question isn’t just about short-term savings—it’s about strategic fundraising and long-term donor retention. If skipping a mailed thank-you leads to a donor feeling unrecognized and choosing not to give again, the organization loses out on far more revenue over time. If you aren’t asking your best donors to support your work, they won’t give and you’ve lost out on that income. The cost savings of avoiding direct mail must be weighed against the potential loss of income and the relationship with a lifetime donor.

By strategically incorporating mailed acknowledgments into your stewardship strategy, you can enhance donor relationships, ensure gifts are properly recognized, and ultimately strengthen your nonprofit’s fundraising success. Embracing a multi-channel approach that includes direct mail, email, and phone calls will create a more impactful donor experience and drive greater support for your mission.

How are you using direct mail at your organization? AFP members can join recent discussions on mailed thank you letters and direct mail post-COVID on AFP’s discussion forum, AFP Connect, to share their experiences and learn from peers.