Picture this—you’re in the middle of year-end: Inboxes are overflowing, mailboxes are stacked with holiday cards, and your best appeal is fighting for attention.

It’s tempting to throw all your weight behind the channel that feels most urgent.

But here’s the secret: when email and direct mail work hand in hand, the results can be greater than either one on its own.

Think of it this way—direct mail carries weight. A letter can feel personal, thoughtful, something you might leave on the kitchen counter to come back to later.

Email, on the other hand, is immediate. It gives donors a way to act in the moment, with a click instead of a pen.

Alone, each has limits. Together, they can create a steady rhythm of reminders and reinforcement that’s hard to ignore.

Making email + snail mail work together
Donors don’t live in silos, and your year-end campaign shouldn’t either.

Here are a few practical ways to make email and direct mail sing together:

  • Send a “letter is on its way” email. Tease the story or headline of your mail piece before it arrives, so supporters know to look out for it.

  • Follow mail with an email reminder. Once the appeal is likely in homes, use email to prompt action for those who set the letter aside.

  • Make giving easy. Direct mail requires checks or QR codes; your follow-up email should make the same ask just one click away.

  • Segment by behavior. If someone already gave by mail, suppress them from the follow-up appeal and instead send a thank-you email.

  • Reinforce impact. Share quick updates or visuals in email that deepen the story from your letter and show donors the difference their gift makes.

Operation Smile’s integrated approach
Best known for providing safe cleft surgeries and care around the world, Operation Smile sought to determine whether a layered digital approach could enhance its direct mail program during year-end.

With help from Data Axle Nonprofit, they layered ads, programmatic display, and email on top of three mailings between October and December.

It worked. Donors who saw both mail and digital touchpoints gave 10% more than those who only received a letter. The digital audience modeled by Data Axle gave 9% higher average gifts than direct mail alone.

And for every extra $1 invested in reaching donors online, Operation Smile earned back $11.50.

Another win: Jane Goodall Institute’s cross-channel lift
Operation Smile isn’t alone. MissionWired partnered with the Jane Goodall Institute USA to celebrate Dr. Jane Goodall’s 90th birthday with a truly cross-channel campaign.

The team crafted a unified narrative across direct mail, email, and digital ads, focusing on the milestone, Dr. Goodall’s legacy, and the urgent need to protect wildlife and their habitats.

The results demonstrated the power of integration: the campaign delivered a 58% year-over-year increase in cross-channel revenue, surpassing fundraising goals and reaching a diverse mix of new and existing supporters.

The bottom line
Year-end is the moment when every gift matters most. Direct mail and email each carry their own strengths—but together, they create a steady drumbeat that inspires generosity.

The numbers are clear—but more importantly, so is the message: when you meet donors wherever they are, you make it easier for them to give.

Industry events

Check our events list for more or reply to this email to submit one for consideration.

'Til next time!
Sara

Keep reading

No posts found