As we step into 2026, direct mail fundraising stands at a fascinating intersection of digital acceleration, economic uncertainty, and the enduring power of human connection. Direct mail isn’t just “still alive”—it’s evolving, and it’s more relevant than ever. Why? Because mail builds relationships in ways that digital simply can’t replicate.

Despite predictions of its demise, direct mail continues to deliver results. Its tangibility, trustworthiness, and personal touch make it a cornerstone of donor engagement. But the landscape is shifting, and so must our strategies.

Omnichannel is the new normal

Giving Tuesday 2025 showed us the power of integration: $4 billion raised globally, 38.1 million participants, and a 13% increase over last year. Omnichannel campaigns—combining email, social media, and direct mail with QR codes—drove this growth. SMS fundraising gained traction, and matching gifts paired with urgent messaging remained powerful motivators.

Direct mail is no longer a solo act. When integrated with digital channels, its impact multiplies.

Global postal challenges

What’s happening to postal systems around the world is not uncommon. Nonprofit organizations everywhere are facing rising costs, longer delivery times, and higher prices for mail services. These challenges are evident in Australia, the UK, the Netherlands, New Zealand, Canada, and the United States, to name just a few. The message is clear: we must evolve and adapt our approaches to stay effective.

Personalization and AI

In 2026, donors expect communications that reflect their interests, giving history, and preferred channels. AI is transforming how we achieve this. Machine learning can analyze donor data to segment audiences, predict giving patterns, and even generate tailored messages at scale. AI-driven tools can help identify which donors are most likely to respond to certain appeals, optimize timing, and test creative elements for maximum impact. Just be careful with AI when it comes to messaging. Authenticity is important for your brand and to your donors. If they smell a communication is produced by AI, you’re putting your trusted brand at risk.

AI can help identify and nurture mid-level donors, (those who give more than the average but aren’t quite major donors). Personalized mailings, informed by AI insights, can deepen relationships and encourage increased giving. Imagine sending a mid-level donor a letter that references their past support, offers a tailored impact story, and invites them to a special event (which can even be online)—all powered by data and automation.

Production efficiencies

Rising costs and postal disruptions have forced nonprofit organizations to find new efficiencies in direct mail production. Here are a few strategies:

• Data hygiene: Use AI and automation to keep mailing lists clean, reducing wasted postage and printing.
• Print-on-demand: Shift from large print runs to targeted, just-in-time production.
• Format testing: Experiment with postcards, self-mailers, and digital inserts to find what works best for each segment.
• Supplier partnerships: Collaborate with vendors to streamline processes and negotiate better rates.

Efficiency isn’t just about saving money—it’s about maximizing impact with every dollar spent.

Current donors and new acquisition

Direct mail remains the most effective way to communicate with current donors, but it’s also a powerful tool for finding new supporters. As our mailboxes become less crowded, each piece of mail stands out more. In the coming years, mail will become more of a rarity—a novelty that captures attention in ways digital channels can’t.

Nonprofit organizations that stay in the direct mail game will be ahead in the long run. As print becomes more novel, it will even become a way to reach younger audiences who see physical mail as something special and unique. The tactile experience of opening a letter, reading a story, and responding with a gift is increasingly meaningful in a digital-first world. (A longing for tangibility is also why vinyl records, books and even typewriters have been coming back in vogue.)

Meet donors where they are

Donors are increasingly mobile-first. QR codes on direct mail pieces aren’t just trendy—they’re practical, allowing donors to respond instantly via their phones. Integrated campaigns mean that a donor might receive a letter, see a follow-up email, and get a reminder via SMS—all reinforcing the same message and call to action.

Donors want to engage on their terms, and our job is to make that as seamless as possible.

Plan for disruptions

Challenges with mail and the economy and other disruptions over the past few years are a stark reminder: fundraising can’t be a year-end scramble. It’s a year-round commitment. Organizations that diversified their channels and planned for contingencies weathered the storm far better than those who relied solely on December appeals.

Build flexibility into your calendar. Test new formats and timing. Consider digital “backup” campaigns for critical periods. And always communicate transparently with donors about any disruptions—they appreciate honesty and adaptability.

Matching gifts and urgency

Matching gifts remain a cornerstone of effective appeals, but donors are increasingly savvy. They want to know who’s providing the match, why it matters, and how their gift will be used. Urgent messaging works, but it must be authentic. Manufactured urgency is quickly spotted and can erode trust.

Focus on real stories, real needs, and real impact. Use matching challenges to inspire, not pressure.

The human touch

Direct mail is more than a fundraising tool—it’s a vehicle for creativity and generosity. The most memorable campaigns surprise and delight, making donors feel seen and valued. Whether it’s a handwritten note, a creative insert, or a story that tugs at the heartstrings, the human touch matters.

And don’t forget legacy giving.

Many of our most loyal donors are considering their long-term impact. Direct mail is a powerful way to start conversations about planned giving, stewardship, and the legacy they want to leave.

What will you try in 2026?

Here are a few ideas to spark your planning:

• Test new formats: Postcards, self-mailers, and dimensional mail can stand out.
• Integrate digital touchpoints: QR codes, personalized URLs, and SMS reminders.
• Segment and personalize with AI: Use data and automation to tailor messages and offers.
• Plan for disruption: Build flexibility into your calendar and diversify channels.
• Focus on storytelling: Make every piece a conversation, not a transaction.
• Invite feedback: Ask donors what works for them—and listen.
• Plan to fundraise ALL year long: Don’t wait for year-end—make every season count.

As we launch into 2026, let’s commit to meeting donors where they are: mobile-friendly, personalized, and integrated across channels. The future of direct mail is bright if we’re willing to adapt, innovate, and put donors at the heart of everything we do.

What strategies are you prioritizing for 2026? Share your ideas—I’d love to hear what’s working for you!

Paula Attfield is CEO of Stephen Thomas Ltd. and past Chair of AFP Canada. She writes regularly on fundraising, leadership, and the power of generosity. PaulaA@stephenthomas.ca