7 reasons direct mail still works in fundraising

Direct mail is not dead. It’s a long way from it. In fact, for many organizations, it is still by far the most impactful channels for engaging donors.

Why? Here are seven reasons from NonProfit PRO, at Why Direct Mail Is Still an Effective Channel for Nonprofits:

1. Tangible and Personal Connection. Messages by email and social media are ephemeral. They take almost no effort to delete — and experience tells everyone that it’s unlikely to be of any interest. A letter in the mailbox also faces a difficult screening process, but it is tactile and “real” — it survives longer and gets more attention.
2. Higher Engagement Rates. The response rate of direct mail is lower than it used to be. But it’s still much higher than the response rate for email. Typically about 10 times higher.
3. Trust and Credibility. The email inbox is so scam-ridden that recipients have to assume anything might be a scam. By comparison, the mailbox is a trustworthy source.
4. Targeted and Customized Messaging. The rise of digital printing has given direct mail the ability to hyper-target people, the way only digital channels used to do. This helps improve results in a big way.
5. Longer Shelf Life. A piece of direct mail sometimes gets set aside for later action. Try doing that with an email. It drops out of visibility within minutes and is gone.
6. Integrated Marketing Potential. Direct mail works best when it works alongside digital channels. Same message to the same people around the same time, and you get more response through both channels.
7. Measurable Results. No guesswork. Direct mail is completely trackable, so you can maximize success.