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Direct mail and email fundraising remain powerful tools for nonprofits, but when and how you use them can make all the difference. In a recent webinar, fundraising expert Jeff Brooks answered nonprofit professionals’ top questions on direct mail and email best practices. Below, we break down his most impactful insights to help your nonprofit raise more money and strengthen donor relationships. 💡📬
Many nonprofits wonder: Is direct mail still effective? The answer is a resounding YES. While response rates have declined over the years, direct mail still outperforms email fundraising in key ways:
✅ Higher engagement – Donors are more likely to open and read direct mail than email.
✅ Better donor retention – Printed newsletters and mailings keep donors engaged longer.
✅ Stronger emotional impact – A well-crafted direct mail piece feels personal and tangible.
✅ Larger gifts – Donors tend to give higher average gifts via mail compared to email.
💡 Pro Tip: Want to improve your direct mail success? Send multiple mailings per year—many successful nonprofits mail at least 4-6 times annually.
Timing is everything in fundraising. When should nonprofits send direct mail and email appeals to maximize donations?
📬 Direct Mail: The last quarter of the year (October-December) is the best time to send appeals, as donors are most generous during the holiday season. However, don’t limit yourself to year-end mailings.
📧 Email Appeals: Email can be sent more frequently, but should complement direct mail campaigns. Pairing email reminders with direct mail appeals can increase response rates.
💡 Pro Tip: The most successful nonprofits send multiple direct mail pieces year-round and use email follow-ups to boost response rates.
Successful nonprofits mail regularly—but how often is too often? Here’s what works:
✔ Small nonprofits: At least 2-4 mailings per year.
✔ Mid-size nonprofits: 4-6 mailings per year with seasonal appeals.
✔ Large nonprofits: 8-12+ mailings per year, often monthly appeals.
💡 Pro Tip: Don’t be afraid to increase your mailings! Many nonprofits fear “donor fatigue,” but research shows that donors actually respond well to frequent, well-crafted appeals.
While email fundraising can be challenging, it can still be a valuable fundraising tool when done right. Here’s what works:
✅ Send more than one email per campaign. Donors are busy—multiple touchpoints increase response rates.
✅ Personalize your emails. Use the donor’s name and reference past gifts.
✅ Keep it short and engaging. Emails should be concise, compelling, and donor-focused.
✅ Pair email with direct mail. Sending an email before and after a direct mail appeal boosts response rates.
💡 Pro Tip: The most effective nonprofits send multiple emails per campaign—sometimes 3 to 10 emails supporting a single direct mail appeal.
One of the biggest mistakes nonprofits make is not thanking donors properly. According to Jeff Brooks, a staggering one-third of nonprofits do not send thank-you letters—and that directly impacts donor retention.
📢 Key thank-you letter best practices:
✔ Send thank-you letters quickly—ideally within 48 hours.
✔ Make them personal—use the donor’s name and mention their impact.
✔ Send follow-up thank-you notes months later to keep donors engaged.
✔ Use a mix of email and printed letters to reinforce gratitude.
💡 Pro Tip: Donors who receive timely, heartfelt thank-you letters are much more likely to give again.
A reply device (response form + envelope) is a critical part of any direct mail package. Here’s why it matters:
✔ Higher response rates – Donors are more likely to give when they have a clear, simple way to respond.
✔ Fewer errors – Pre-filled donor info prevents mistakes and makes giving easier.
✔ Increased personalization – A reply device allows you to include suggested donation amounts based on past giving.
💡 Pro Tip: If you currently use remittance envelopes with large flaps, switch to a separate reply form + envelope. Testing shows this approach significantly improves donor response rates.
Direct mail and email fundraising are not outdated—when done right, they remain powerful tools for nonprofits. The key is strategic timing, consistency, and personalization.
📢 Want to dive deeper? Watch the full Free Nonprofit Webinar recording here: CharityHowTo Webinar 🎥
📬 How often does your nonprofit use direct mail & email fundraising? Share your experiences in the comments below! 💬