GITNUXREPORT 2025

Direct Mail Fundraising Statistics

Direct mail fundraising remains highly effective, with high response rates and ROI.

Jannik Linder

Co-Founder of Gitnux, specialized in content and tech since 2016.

First published: April 29, 2025

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Statistic 1

Direct mail has an average response rate of 4.9% for house lists

Statistic 2

Direct mail campaigns can generate an average gift size of $69

Statistic 3

Campaigns that integrate direct mail with digital marketing see a 25% increase in response rates

Statistic 4

Campaigns with personalized messages see response rates increase by 50%

Statistic 5

Response rates for renewal direct mail campaigns are typically around 12%

Statistic 6

The average lifetime value of a donor acquired via direct mail is $2,500

Statistic 7

90% of nonprofits plan to maintain or increase their direct mail budgets in the coming year

Statistic 8

The average response rate for acquisition direct mail campaigns is approximately 5%

Statistic 9

The average gift size from direct mail campaigns is about twice as large as that from digital campaigns

Statistic 10

40% of all online giving is driven by direct mail campaigns

Statistic 11

Response rates for targeted direct mail campaigns are twice as high as for generic campaigns

Statistic 12

78% of nonprofits plan to increase their direct mail marketing spend over the next year

Statistic 13

Campaigns with visual storytelling have response rates up to 20% higher than those without

Statistic 14

The ROI of direct mail fundraising campaigns averages around 12:1

Statistic 15

The average cost per acquisition via direct mail is $40

Statistic 16

The average ROI for direct mail campaigns targeting longtime donors is 15:1

Statistic 17

The average direct mail fundraising letter costs about $0.50 to produce and send

Statistic 18

The cost per response for direct mail campaigns averages $18

Statistic 19

The average digital donation amount is lower than the average direct mail donation, with direct mail averaging $120 per gift

Statistic 20

The average cost per response for direct mail campaigns is $15

Statistic 21

For donor acquisition, direct mail yields a response rate of approximately 6%

Statistic 22

75% of donors say they would respond to a direct mail request if it arrived with a personalized message

Statistic 23

82% of donors open direct mail within three days of receipt

Statistic 24

Direct mail is 30 times more likely to be read than email

Statistic 25

Donors aged 65 and older respond to direct mail at a rate of 6.5%, higher than any other age group

Statistic 26

45% of charity income still comes from direct mail fundraising efforts

Statistic 27

70% of donors who give online also respond to direct mail appeals

Statistic 28

85% of recipients open mail within five days of receipt

Statistic 29

Over 40% of all charitable donations in the US are made as a result of direct mail efforts

Statistic 30

68% of donors feel more connected to a charity after receiving a personalized direct mail appeal

Statistic 31

Donor retention rates are 22% higher among those contacted through direct mail compared to digital-only campaigns

Statistic 32

Direct mail campaigns with hand-written notes can increase response rates by up to 30%

Statistic 33

55% of donors say they are more likely to give again after receiving a well-crafted direct mail appeal

Statistic 34

During the holiday season, direct mail campaigns see an increase of up to 35% in response rates

Statistic 35

Direct mail's response rate for first-time donors is around 2%

Statistic 36

Donor renewal rates improve by 20% when combining direct mail and email strategies

Statistic 37

The open rate for personalized direct mail is approximately 85%

Statistic 38

78% of donors who respond to direct mail donate again within the following year

Statistic 39

The average number of touches before a gift is received via direct mail is 3.5

Statistic 40

66% of donors feel more engaged with a nonprofit after receiving direct mail communications

Statistic 41

90% of donors say they are likely to donate again if they receive a thank you letter via direct mail

Statistic 42

The average response rate for reactivation campaigns through direct mail is 8%

Statistic 43

50 million Americans receive charitable direct mail each year

Statistic 44

48% of nonprofits report that direct mail campaigns significantly improve donor retention

Statistic 45

70% of first-time donors respond to a direct mail appeal within three months

Statistic 46

Approximately 60% of donors prefer receiving communication via direct mail over digital channels

Statistic 47

80% of donors prefer to hear from charities via traditional mail rather than email or digital campaigns

Statistic 48

62% of donors prefer to give through direct mail for major gifts

Statistic 49

49% of donors report that they prefer to receive information about their favorite charities through direct mail

Statistic 50

57% of non-profit donors say they prefer to receive appeals by mail rather than email

Statistic 51

65% of donors prefer to receive quarterly updates via direct mail

Statistic 52

Approximately 50% of donors prefer receiving donation requests via direct mail over online channels

Statistic 53

The majority of direct mail donors (70%) are aged 50 and above

Statistic 54

45% of donors say they are motivated to give by personalized messages in direct mail

Statistic 55

55% of donors prefer receiving charitable updates quarterly via direct mail

Statistic 56

72% of donors feel they have a personal relationship with charities they receive direct mail from

Statistic 57

80% of donors prefer to receive updates via mail rather than email

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Sources

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Key Highlights

Direct mail has an average response rate of 4.9% for house lists
For donor acquisition, direct mail yields a response rate of approximately 6%
Approximately 60% of donors prefer receiving communication via direct mail over digital channels
Direct mail campaigns can generate an average gift size of $69
75% of donors say they would respond to a direct mail request if it arrived with a personalized message
The ROI of direct mail fundraising campaigns averages around 12:1
82% of donors open direct mail within three days of receipt
Direct mail is 30 times more likely to be read than email
80% of donors prefer to hear from charities via traditional mail rather than email or digital campaigns
Campaigns that integrate direct mail with digital marketing see a 25% increase in response rates
The average cost per acquisition via direct mail is $40
Donors aged 65 and older respond to direct mail at a rate of 6.5%, higher than any other age group
45% of charity income still comes from direct mail fundraising efforts

Did you know that despite the rise of digital channels, direct mail fundraising boasts an impressive 4.9% response rate—nearly three times higher than email—and remains a powerful tool for charities to connect with donors, especially when personalized and integrated with digital strategies?

Campaign Performance and Metrics

Direct mail has an average response rate of 4.9% for house lists
Direct mail campaigns can generate an average gift size of $69
Campaigns that integrate direct mail with digital marketing see a 25% increase in response rates
Campaigns with personalized messages see response rates increase by 50%
Response rates for renewal direct mail campaigns are typically around 12%
The average lifetime value of a donor acquired via direct mail is $2,500
90% of nonprofits plan to maintain or increase their direct mail budgets in the coming year
The average response rate for acquisition direct mail campaigns is approximately 5%
The average gift size from direct mail campaigns is about twice as large as that from digital campaigns
40% of all online giving is driven by direct mail campaigns
Response rates for targeted direct mail campaigns are twice as high as for generic campaigns
78% of nonprofits plan to increase their direct mail marketing spend over the next year
Campaigns with visual storytelling have response rates up to 20% higher than those without

Campaign Performance and Metrics Interpretation

While direct mail campaigns boast impressive response rates and sizeable donor contributions—especially when personalized, visually engaging, and integrated with digital efforts—they still require strategic investment, as nonprofits recognize that a well-targeted, compelling piece can turn a mere 4.9% response rate into a lifetime donor worth an average of $2,500, making the inbox a potent battleground in fundraising.

Cost and ROI Analysis

The ROI of direct mail fundraising campaigns averages around 12:1
The average cost per acquisition via direct mail is $40
The average ROI for direct mail campaigns targeting longtime donors is 15:1
The average direct mail fundraising letter costs about $0.50 to produce and send
The cost per response for direct mail campaigns averages $18
The average digital donation amount is lower than the average direct mail donation, with direct mail averaging $120 per gift
The average cost per response for direct mail campaigns is $15

Cost and ROI Analysis Interpretation

With an impressive 12:1 ROI and an average gift of $120, direct mail fundraising proves that investing roughly fifty cents per letter and $18 per response can transform a modest outreach into a powerful, high-yield campaign—reminding nonprofits that sometimes, paper still beats digital in both reach and revenue.

Donor Engagement and Response Rates

For donor acquisition, direct mail yields a response rate of approximately 6%
75% of donors say they would respond to a direct mail request if it arrived with a personalized message
82% of donors open direct mail within three days of receipt
Direct mail is 30 times more likely to be read than email
Donors aged 65 and older respond to direct mail at a rate of 6.5%, higher than any other age group
45% of charity income still comes from direct mail fundraising efforts
70% of donors who give online also respond to direct mail appeals
85% of recipients open mail within five days of receipt
Over 40% of all charitable donations in the US are made as a result of direct mail efforts
68% of donors feel more connected to a charity after receiving a personalized direct mail appeal
Donor retention rates are 22% higher among those contacted through direct mail compared to digital-only campaigns
Direct mail campaigns with hand-written notes can increase response rates by up to 30%
55% of donors say they are more likely to give again after receiving a well-crafted direct mail appeal
During the holiday season, direct mail campaigns see an increase of up to 35% in response rates
Direct mail's response rate for first-time donors is around 2%
Donor renewal rates improve by 20% when combining direct mail and email strategies
The open rate for personalized direct mail is approximately 85%
78% of donors who respond to direct mail donate again within the following year
The average number of touches before a gift is received via direct mail is 3.5
66% of donors feel more engaged with a nonprofit after receiving direct mail communications
90% of donors say they are likely to donate again if they receive a thank you letter via direct mail
The average response rate for reactivation campaigns through direct mail is 8%
50 million Americans receive charitable direct mail each year
48% of nonprofits report that direct mail campaigns significantly improve donor retention
70% of first-time donors respond to a direct mail appeal within three months

Donor Engagement and Response Rates Interpretation

Despite the digital era's dominance, direct mail continues to charm donors—with a 6% response rate, a staggering 85% open rate when personalized, and 68% feeling more connected—proving that a handwritten note still outperforms email in both engagement and heartfelt connection, especially among older donors who respond at higher rates, making direct mail an enduring and effective tool for nonprofit fundraising.

Donor Preferences and Demographics

Approximately 60% of donors prefer receiving communication via direct mail over digital channels
80% of donors prefer to hear from charities via traditional mail rather than email or digital campaigns
62% of donors prefer to give through direct mail for major gifts
49% of donors report that they prefer to receive information about their favorite charities through direct mail
57% of non-profit donors say they prefer to receive appeals by mail rather than email
65% of donors prefer to receive quarterly updates via direct mail
Approximately 50% of donors prefer receiving donation requests via direct mail over online channels
The majority of direct mail donors (70%) are aged 50 and above
45% of donors say they are motivated to give by personalized messages in direct mail
55% of donors prefer receiving charitable updates quarterly via direct mail
72% of donors feel they have a personal relationship with charities they receive direct mail from
80% of donors prefer to receive updates via mail rather than email

Donor Preferences and Demographics Interpretation

Despite the digital age's surge, over 80% of donors—especially those aged 50 and above—still prefer the tangible trust and personal touch of direct mail, illustrating that in philanthropy, paper often outweighs pixels.