Addressed to Success: Why Direct Mail Still Packs a (Major Donor) Punch
In a world where everything’s digital, mailing a letter to a donor might feel as cutting edge as downloading a song from Napster.
But here’s the deal: Direct mail is still one of the most powerful ways to discover—and develop—your next major donor.
The surprising power of paper
Not long ago, a client told me something that made me smile:
“Donors who have given to us by mail are four times more likely to have qualified for assignment to a major gift officer’s portfolio.”
This wasn’t shocking, but it was affirming.
Because in a sea of online everything, there’s still something about the physical act of opening an envelope, reading a message, and deciding to give.
That kind of donor is leaning in. They’re signaling intent, and often, deeper commitment.
And the data backs it up.
What the latest research shows
The 2024 Donor Confidence Study from Dunham+Company reveals just how strong direct mail still is—across all generations:
85% of donors say they respond to a fundraising letter sent by mail—up from 82% in 2023.
88% of Millennials say they respond to direct mail—an even greater percentage than the previous year’s 83%. So much for “they only click.”
Once they open that letter, most donors prefer to give online, but 27% still mail in a check.
This mix of old and new—print letter, digital gift—shouldn’t surprise us. But it should tell us something important:
Paper is still a pipeline.
From small gift to major donor
Direct mail often begins with a modest check. But when you pay attention to those first responses—and follow up well—you’re building something much more valuable than a single transaction.
That’s why James Barnard of BWF, in his Investments in Pipelines White Paper, highlights direct mail as a key strategy for identifying and cultivating future major donors.
According to Barnard:
“The essence of annual giving as a cultivator of long-term support cannot be overstated. It is within this realm that donors are engaged, cultivated, and prepared for their journey toward becoming transformational donors.”
The donors who give through the mail—especially when they do so consistently—are often primed for deeper relationships.
Why direct mail still works
It’s not just nostalgia. There are real, research-backed reasons why paper sticks.
It’s multisensory.
Opening a letter involves more than just your eyes. There’s texture, weight, movement—even smell. That multisensory experience leads to deeper engagement and stronger memory formation (Lacey & Lawson, 2013).
In a digital world, that kind of connection is rare—and powerful.
It signals credibility.
When a donor receives a printed letter, it communicates something beyond the words. It says you invested time, money, and care.
That tangible effort increases perceived trustworthiness (Walther, 2015)—and trust is the foundation of any major gift.
Let’s do some myth-busting
Let’s put to rest the myth that direct mail only works for older donors. According to the Dunham+Company study:
Millennials? 88% say they respond to direct mail.
Boomers? They still love mailing in a check—and many trust paper more than pixels.
Gen X and younger? They may prefer to give online, but the letter is often what prompts them to act.
Direct mail isn’t just surviving. It’s adapting, and thriving across age groups.
The psychology behind the envelope
Why does a physical letter still move people to act?
Here’s what behavioral economics and neuroscience tell us:
The warm glow effect
Giving activates the brain’s reward system, and a personalized letter often makes that emotional response stronger—and longer lasting (Harbaugh, Mayr & Burghart, 2007).
Loss aversion
People naturally resist losing money. But a well-written, emotionally resonant appeal can flip that impulse—replacing fear of loss with a clear sense of purpose and joy.
Decision fatigue
We’re constantly swiping, clicking, deleting, and skimming. But the mailbox is quieter. A letter often arrives alone, not in a sea of tabs and notifications.
That calm context can create space for genuine attention.
Turning mail into major donor momentum
So how do you use direct mail to build long-term value—not just short-term gifts?
Segment thoughtfully.
Not every donor should get the same letter. Use data and AI to tailor your segmentation and messaging.
Personalize the experience.
Use the donor’s name. Reference their past support, and reinforce the impact of their generosity.
Follow up across channels.
Remember: Most donors who respond to direct mail now give online. That makes cross-channel communication essential.
Email thank-yous, personal calls, handwritten notes—it all reinforces the relationship.
Track and transition.
Keep an eye on patterns. If someone gives multiple times by mail, increases their gift, or engages consistently, they might be ready for a personal touch from a major gift officer.
Still wondering?
If you’re debating whether direct mail still deserves a place in your strategy, consider this:
The people who open that envelope, read your case for support, and respond? Those are donors who are leaning in, and in many cases, they’re just getting started.
Whether the gift arrives by check or website, the letter is often what makes it happen.
And that first gift? It may just be the start of something transformational.
Sources
Barnard, J., (2024). Investments in Pipelines White Paper. BWF.
Ariely, D. (2012). The (Honest) Truth About Dishonesty: How We Lie to Everyone—Especially Ourselves. Harper.
Harbaugh, W. T., Mayr, U., & Burghart, D. R. (2007). Neural responses to taxation and voluntary giving reveal motives for charitable donations. Science, 316(5831), 1622–1625.
Lacey, S., & Lawson, R. (2013). Multisensory Imagery. Springer.
Walther, J. B. (2015). Social information processing theory (SIP). In The International Encyclopedia of Interpersonal Communication.
