Why Direct Mail and Email Still Rule – Even in 2025!
If you’re in fundraising, you’ve probably heard someone say, “Nobody reads mail anymore” or “Email is dead.” Well, according to the latest Giving USA Special Report Giving by Generation, and from what we’ve seen firsthand here at Sigler Crist Agency, those people are WRONG!
The report found that direct mail is still an effective way to get donors across every generation to take action. Millennials, of all people, were actually the most likely to respond to direct mail (3.5 out of 5 likelihood), followed by Gen Z (3.4), Boomers (3.3), and Gen X (3.2). Email ranked just as high as word of mouth as the most effective communication channel overall (both scored 3.4 out of 5).
Yes! Your younger donors still open envelopes, and your older donors still click “open” on emails.
Resist the temptation to assume younger donors only respond to Instagram and TikTok videos while older donors only want a printed letter. This study shows both groups are surprisingly multi-channel.
If you’ve got a capital campaign coming up, imagine pairing a heartfelt letter in the mail with a targeted follow-up email that says, “You should have received my letter in the mail last week. Here’s the link that makes it easy to show your support.” It’s another way to reinforce your message.
Or, for your year-end appeal, picture sending a warm, story-driven direct mail piece and then following up with well-timed emails in December. You’ll hit both your “I want to hold the paper in my hand” people and your “I read everything on my phone” people.
Moral of the story: the best communication plans don’t pit one channel against the other. It’s should be a multi-faceted approach.
How You Can Use This Data Right Now
Here are three quick ways to apply this insight in your own shop:
Pair your channels. Don’t send a letter or an email. Send both timed to support each other.
Match the message to the medium. Your direct mail might tell a longer story; your email might get straight to the call to action with a “Give Today” button.
Test and track. Add a special URL or tracking code to your mailers so you can see how many donors give online after receiving them.
These aren’t just ideas from a report. They’re strategies we’ve used for nonprofits in capital campaigns, annual funds, and year-end drives. We’ve seen them work again and again.
At Sigler Crist Agency, we know how to manage multiple communication channels that appeal to donors. If you want to put this data to work in your next campaign, reach out to me at kenny@siglercrist.com. Let’s make your next fundraising campaign a huge win for you and your organization.
All the best,
Kenny Sigler, CFRE