In a world of push notifications and algorithm-driven feeds, the humble mailbox may feel almost nostalgic. But while digital channels dominate the conversation, direct mail is quietly holding its ground. Is this "old school" channel worth your attention, or is it time to let go?
The what
Here's what might surprise you: direct mail isn't fading away. Nonprofits reported an average increase in direct mail revenue of 3% in recent years, keeping pace with the 2% growth in online revenue. For every dollar raised online, organizations raised $0.78 through direct mail.
That's not a relic. That's a channel still doing real work.
The donors who respond to mail tend to be different from your digital-first supporters. They're often older, more deliberate in their giving, and deeply loyal once they commit. They open envelopes the way some people still read physical books — with intention.
The why
Direct mail works because it demands attention in a way that emails simply can't. Your appeal doesn't compete with 47 unread messages or get buried under promotional tabs. It sits on a kitchen counter. It gets carried inside. It exists in physical space.
There's also something psychologically powerful about tangibility. Holding a letter creates a different relationship than scrolling past one. For donors who want to feel connected to your mission, that tactile experience may be quite meaningful.
Should you care?
Direct mail isn't dead, but it's evolving. This channel works best as part of a multi-channel strategy rather than a standalone approach. Your most loyal donors may prefer mail, and ignoring that preference means leaving money on the table.
The question isn't whether to use direct mail. It's whether you're using it wisely. Are you segmenting effectively? Are you reserving mail for the donors who actually respond to it? Are you integrating it with your digital touchpoints so the experience feels cohesive?
If you're treating direct mail as an afterthought or a legacy obligation, you're probably wasting resources. But if you're treating it as a strategic tool for your most engaged supporters, you're honoring how they want to connect with your mission.