Email is an essential fundraising tool. But for many institutions, direct mail remains effective.
Just ask the University of Richmond.
Two years ago, the university tested sending one of its monthly anniversary appeals exclusively by email. The test resulted in significantly fewer gifts. After returning to a coordinated mail-and-email strategy last year, response increased.
Richmond has seen similar results in other campaigns. During its annual fiscal year kickoff mailing, most responding donors mailed back their gift, while others used the QR code on the reply device to give online. The mailing didn’t compete with digital giving; it helped drive it.
Richmond’s experience reinforces what many advancement teams continue to see. Physical mail still motivates donor action.
Research helps explain why. Because it’s tangible, direct mail captures attention in ways digital communication often can’t. It feels more personal, is easier to remember, and many donors still prefer receiving fundraising appeals through the mail. As younger alumni enter the donor pipeline, thoughtfully designed mail can also stand out in a world dominated by digital communication.
The lesson isn’t to choose between mail and email. It’s to use both strategically.
Make Your Appeal Worth Keeping
Richmond’s annual year-end donor calendar follows the same principle.
Each November, the university sends donors a fundraising appeal that includes a custom calendar featuring campus photography and important university dates. Instead of becoming another piece of mail that’s quickly discarded, the calendar remains in donors’ homes and offices throughout the year.
Although recipients can opt out of receiving the calendar, only about 5% choose to do so.
As Morgan Harrell, Senior Associate Director of Annual Giving Operations, explains:
“Every fall, we hear from alumni and other donors who are excited to receive a UR calendar and proudly display it on their walls. It’s become a tradition that so many of our donors look forward to, a meaningful reminder of the impact they’re making and their lasting connection to the University.”
The calendar doesn’t replace the fundraising appeal; it extends it. Every time a donor checks a date, they’re reminded of their connection to the university.
Extend the Life of Your Appeal
Richmond’s calendar works because it provides value beyond the donation request.
The same principle applies to give-to-get campaigns, donor appreciation gifts, or milestone giving items. A useful item gives donors another reason to remember their connection to your institution long after they’ve made a gift.
The goal isn’t to include branded merch for its own sake. It’s to create meaningful touchpoints that reinforce appreciation, school pride, and belonging.
Three Takeaways for Advancement Teams
- Use direct mail and email together. Each channel has unique strengths.
- Give donors something worth keeping, whether it’s a useful mail piece or a thoughtful branded item.
- Design every touchpoint to strengthen the donor’s connection to your institution.
The Bottom Line
The strongest fundraising mailings do more than ask for a gift; they create an experience donors remember.
Whether it’s a calendar that stays on a donor’s wall, a give-to-get item that reinforces school pride, or another piece worth keeping, physical mail continues building relationships long after the envelope is opened. And when paired with digital channels, it can inspire both mailed and online gifts.