Do Direct Mail Campaigns Still Work in 2025?
When it comes to deciding which fundraising channels to pursue, many organizations have asked us in the last year if direct mail still delivers results in our digital landscape. According to the most recent data we have available, well-executed direct mail campaigns can still generate a positive net revenue—but what exactly does “work” mean for your goals? Is it purely about financial returns, or are you also looking for increased exposure, new donor prospects, or simply a donor touchpoint to keep supporters informed? Here’s how direct mail fits into the bigger fundraising picture in 2025.
Defining “Work” in Your Fundraising Strategy
Before launching any fundraising effort, it’s important to define what success looks like for your organization. Do you want to:
Generate immediate positive revenue?
Increase your visibility among potential or existing supporters?
Create another touchpoint to keep donors informed about your impact?
Direct mail can accomplish all of these to some degree, but understanding your primary goal from the outset helps you measure whether or not your campaign truly “works.”
ROI: The Second Least Effective, Yet Still Profitable
While direct mail can produce positive revenue, it’s important to note that it’s often cited as one of the least effective fundraising methods in terms of Return on Investment (ROI)—second only to some of the riskiest or least strategic methods out there like fundraising events. However, if done correctly (with well-segmented lists, compelling messaging, and strong calls to action), it typically won’t lose money. In other words, there’s a margin of safety here that many nonprofits find appealing.
The Comfort Factor vs. The Fear Factor
One reason many nonprofits gravitate toward direct mail is that it feels safe and familiar. You can manage everything from your desk—picking images, crafting copy, and sending out thousands of mailers at once. We’ve all heard “If everyone gave just $15 then we would hit our goal!” However, it’s far more effective (and yes, scarier) to go out and have real conversations with major donors or where you can connect with people face-to-face. That personal touch often yields stronger relationships and more significant gifts, but it requires stepping outside the comfort zone of a direct mail campaign.
Making Direct Mail Work for You in 2025
If you decide that direct mail fits into your broader fundraising strategy as one tool on your toolbelt, here are a few tips to ensure it works in your favor:
Segment Your Audience – Tailor your letters to different donor segments (e.g., recurring donors, lapsed donors, new prospects, approximate age/generation) for more personalized messaging.
Use Clear Calls to Action – Whether it’s donating online, mailing back a pledge card, or scanning a QR code, make the next step very simple.
Incorporate Follow-Ups – Pair direct mail with follow-up emails or phone calls to reinforce your message and catch donors who might have missed the piece.
Analyze and Refine – Track response rates, average gifts, and total ROI. Learn from your data to continuously improve future campaigns.
So, do direct mail campaigns still work in 2025? Yes—but “work” can mean different things for different organizations. They remain a viable way to generate positive revenue, reach new supporters, and provide an additional touchpoint for donors. Yet, the comfort of direct mail should not overshadow the fact that more personalized, face-to-face strategies often yield higher financial returns. When incorporated thoughtfully into a well-rounded fundraising plan, direct mail can still hold its own while leaving room for the more impactful—and sometimes scarier—approaches that build deeper donor relationships.
Having trouble raising big dollars for your nonprofit organization? Reach out to us and we would love to learn about your nonprofit how we could help you reach your revenue targets this year.
