Direct mail has been around for decades—and it deserves credit. It’s helped build some of the biggest and most successful nonprofit fundraising programs in history. For many organizations, it’s still a vital part of their strategy for the foreseeable future.
But here’s the reality: if your nonprofit isn’t already doing direct mail, don’t start now.
Why? Because the world has changed. Donors live online. That’s where they discover causes, form relationships, and make giving decisions. If you’re starting from scratch, every dollar you put into envelopes, paper, and postage is a dollar you could have invested in digital outreach that works harder, faster, and smarter.
Online donors are not only convenient, they’re also more valuable.
They tend to give higher first gifts, respond more quickly to your messaging, and be far more likely to stick with you long term. Their lifetime value eclipses what a brand-new direct mail donor can generate today.
And the cost? Direct mail requires constant spending on materials, printing, and postage. One campaign can eat up thousands before you see a single gift. With digital, your communication costs are consistent and far cheaper. An email to 5,000 people costs pennies. A digital ad campaign can be scaled up or down instantly. You control the spend, and you can measure results in real time.
That’s why, if you’re looking at where to invest next, digital should be your focus. Companies like Infinite Media give nonprofits the ability to connect directly with Christian audiences online—reaching the right people, at the right time, with the right message.
So yes, direct mail is still alive. It’s still working for many organizations with long-established programs. But if you’re not already in the game? Don’t jump in now. Instead, skip the postage stamps and step confidently into digital. That’s where your best donors, and your best future, are waiting.
