In a world that revolves around digital marketing, it’s easy to forget about the staying power of more traditional channels. But when it comes to fundraising, direct mail is still a heavyweight contender. Nonprofits and agencies looking to build real donor connections often find that adding targeted direct mail to a multi-channel mix boosts engagement, response rates, and donor retention.

Why Direct Mail Still Works in 2025

Even though most organizations focus on digital outreach, studies keep showing that direct mail can outperform purely digital fundraising strategies. In Canada, direct mail campaigns average a 4.1% response rate, far higher than email’s 0.6% (Source: Canada Post).

Here’s how it stacks up against other marketing channels, according to Canada Post:

• Direct Mail: 4.1%
• Phone Marketing: 2.44%
• Social Media Advertising: 0.8%
• Paid Search Advertising: 3.2%
• Email: 0.6%

Why is direct mail so effective? It’s personal, tangible, and trusted. In fact, 69% of Canadians say a physical letter feels more personal than anything digital, and they’re much more likely to open an envelope than click on an email (Source: Canada Post Research).

How AIIM Integrates Direct Mail into an Omnichannel Campaign

Direct mail isn’t just about sending letters; it’s about blending physical pieces seamlessly into your overall fundraising strategy. At AIIM, we help nonprofits accomplish exactly that—automating and personalizing each step of the donor journey. Here are two scenarios:

Example 1: Call Center Integration with Automated Direct Mail & SMS Follow-Up

1. Call Center Outreach: A nonprofit calls potential donors. Once a donor pledges, our system automatically kicks off the next steps.
2. Print-on-Demand Direct Mail Reminder: A personalized thank-you letter and donation confirmation is created and mailed right away.
3. Follow-Up SMS: A few days later, donors receive a text reminder thanking them again and offering a quick link to complete any remaining donation forms.
4. Personalized Engagement: Depending on the donor’s response, AIIM tailors future communications—maybe a special campaign update or an invite to a donor-only event.

Example 2: First-Party & Third-Party Data for Targeted Direct Mail

1. Data Analysis: A charity shares its donor data, which AIIM’s data team examines for patterns and trends.
2. Proprietary Analytics: We tap into our own tools to find “lookalike” audiences likely to connect with the charity’s mission.
3. Geographic Targeting: Partnering with Canada Post’s data solutions, we focus on the neighborhoods most likely to respond.
4. Tailored Messaging: Recipients get mail speaking to their location, interests, or giving history—leading to higher conversion rates.

How Nonprofits and Agencies Can Track Their Direct Mail Investment

Many organizations wonder how to measure direct mail performance. Unlike digital campaigns, where you see clicks in real time, direct mail needs its own tracking plan. Here are some tried-and-true methods:

• Unique Campaign URLs & QR Codes:
  Include a special landing page or QR code on your mailer, so you can monitor traffic exclusively coming from the campaign.

• Personalized Promo Codes:
  Assign unique donation-match or discount codes to your mailers. When codes are used, you’ll know exactly where the response came from.

• Call Tracking & Response Numbers:
  Use dedicated phone numbers for direct mail campaigns to track calls generated by a specific mailer.

• CRM Integration:
  AIIM’s direct mail solutions can integrate with CRMs, letting you see which donors respond, donate, or re-engage—so you can plan future campaigns accordingly.

• Matchback Analysis:
  Compare your donor list before and after the mail drop to pinpoint who gave as a direct result of the campaign.

• Survey Your Donors:
  Ask donors how they heard about your campaign and record that data in your CRM to shape future outreach.

The AIIM Advantage

At AIIM, we specialize in data-driven direct mail that lines up perfectly with your digital strategies. Our dedicated data team, strong partnership with Canada Post, and advanced targeting capabilities ensure every piece of mail is delivered to the right person, at the right time.

Whether you’re looking to grow recurring donations, keep donors active, or supercharge your year-end giving, direct mail should be a key part of your omnichannel approach.

Let’s Talk Strategy

Interested in learning how direct mail can boost your fundraising? Contact our team at AIIM for a free consultation. We’ll work with you to develop a custom direct mail strategy that syncs with your goals, keeps donors engaged, and delivers measurable results.

Your fundraising success is within reach—let’s make an impact together.