Key Term

What is Direct Mail?

Definition

Direct mail is a fundraising and marketing strategy used by charitable organizations where physical letters, brochures, or appeals are sent through postal mail to potential or existing donors. These mailings typically include a compelling story, donation request, reply envelope, and specific call to action designed to solicit financial support for the organization's mission and programs.

Significance

Direct mail remains one of the most important fundraising channels for nonprofits, despite the rise of digital communications. It consistently generates higher response rates than email or social media, particularly among older donors who often have greater giving capacity. Direct mail allows organizations to tell detailed stories, build emotional connections, and provide tangible reminders of their cause. It also serves as a crucial tool for donor acquisition, stewardship, and retention, often working synergistically with other fundraising channels to maximize giving potential and maintain strong donor relationships.