5 reasons direct mail still works

It can be hard to believe direct mail still works if you’re someone who doesn’t get much of it or respond when you do.

But it’s still a great way to connect with donors. The Mailing.com blog has some reasons why at So Why Does Direct Mail Still Work?

  1. Mail has all the feels. You can literally feel direct mail, and that matters, because there’s a strong connection between our emotions and our tactile sense. We can’t do that in digital!
  2. Direct mail is on the brain. We remember mail and engage with it more than digital messages.
  3. Mailboxes are less cluttered. Rising costs and the availability of digital channels has driven a lot of commercial mail out of the mailbox. (Except for catalogs!)
  4. Mail is different. Now that personal letters are rare in the mail, strong and personal-looking direct mail can really stand out.
  5. Direct mail gets more personal. The spread of digital printing allows us to do almost as much personalization as used to be possible only with digital communications. This increases the power of direct mail.

It all adds up to a fundraising channel that is a long way from “dead”!


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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About the blogger

Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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