Rekindling Relationships: Strategies for Engaging Inactive Donors


Key Topics

Understanding Lapsed Donors

Segmentation and Data Analysis

Effective Communication Strategies

Multi-Channel Approach

Rebuilding Trust and Maintaining Retention



Last year nonprofits saw a decline in donations for the first time in a decade according to the article by, “Donations Decline for the First Time Since 2012, Fundraising Effectiveness Project Data Shows”. In 2022, there was a noticeable decline of 26% in the giving levels from first-time donors of 2021. This drop was primarily attributed to both new donors and those who had been retained from the previous year, collectively accounting for 81% of the decrease. This even included a 3.5% decrease in repeat donors. This challenge of donor retention extended across the board, leading to the lowest recorded donor retention rate at 42.6% in 2022.

Within the dynamic world of charitable organizations, sustaining financial stability and support from donors is a perpetual challenge. Donor engagement is a delicate dance, and even the most committed supporters can occasionally slip through the cracks. From understanding the motivations behind lapsed donors to mastering the art of data segmentation, effective communication, and a multi-channel approach, we will equip you with the strategies needed to rebuild trust and maintain long-term donor retention. Your nonprofit’s mission deserves unwavering support, and this guide is your roadmap to ensuring just that.




Understanding Lapsed Donors

Donors can become inactive for a multitude of reasons, including significant life changes that disrupt their ability or willingness to contribute, as well as a lack of effective communication from the organization. It’s essential for nonprofits to categorize their lapsed donors into different segments, such as recent lapsed and long-term lapsed, in order to tailor re-engagement strategies effectively. Seasonal factors can also play a role in donor lapses, as certain times of the year may bring about financial constraints or distractions that divert attention away from charitable giving. Additionally, life events like relocation, retirement, or major family changes can significantly impact a donor’s financial situation and capacity to contribute. Delving deeper into the importance of maintaining regular and meaningful communication with donors is critical, as poor or infrequent interactions with the organization can lead to donor attrition over time.


Effective Communication Strategies

In the realm of re-engagement strategies, crafting personalized messages that genuinely acknowledge a donor’s history with your organization, stands as a pivotal step. These messages should not merely serve as reminders but should resonate with the individual, recognizing their past contributions and the difference they’ve made. By emphasizing the tangible impact of their support, organizations can reignite the donor’s sense of purpose and connection to the cause. These messages can be enhanced by highlighting new developments and achievements made since their last donation, showing donors that their continued involvement will contribute to ongoing progress.

To further bolster credibility and trust, organizations can incorporate testimonials or success stories from other donors who have had a meaningful experience with the cause. These stories act as powerful endorsements, reaffirming the organization’s commitment to its mission and showcasing the positive outcomes that result from donor support.

In today’s visually-oriented digital landscape, utilizing visuals such as infographics or videos can also significantly enhance the effectiveness of communication. Display materials provide a dynamic and engaging way to convey information, making the donor experience more immersive and impactful. Personalization, impact recognition, credibility building, and engaging visuals all play crucial roles in re-engagement efforts, rekindling the donor’s passion and strengthening their bond with the organization.


Segmentation and Data Analysis

Segmenting lapsed donors is essential when it comes to crafting effective re-engagement strategies. By harnessing the power of data analysis to scrutinize their past interactions and preferences, organizations can unlock the ability to create personalized messages that demonstrate a genuine appreciation for each donor’s individual history and contributions. This personalized approach, which can include thoughtful gestures like handwritten notes, not only showcases the organization’s commitment to its supporters but also significantly enhances the likelihood of rekindling their engagement and reigniting their passion for the cause. In essence, the art of segmentation and data-driven personalization becomes a powerful tool in the hands of nonprofits, fostering stronger connections and reinvigorating donor relationships.


Multi-Channel Approach

Leveraging a diverse array of communication channels, such as email, social media, and direct mail, is key in connecting with lapsed donors. This multifaceted approach allows organizations to reach donors through their preferred means of communication, maximizing the chances of reconnection. In particular, digital platforms have proven instrumental in reconnecting with younger lapsed donors who are more active on social media and responsive to online engagement. By implementing QR codes, or other interactive elements, nonprofits can seamlessly guide donors back to their mission, making it convenient for them to rekindle their support.

In an increasingly digital world, sending physical re-engagement materials can offer distinct advantages. It enables organizations to stand out from the clutter of digital communication, providing a tangible reminder of their mission. This personal touch not only captures the attention of lapsed donors but also conveys a sense of value and effort put into re-establishing the connection. Physical materials can evoke a sense of nostalgia and authenticity, resonating with donors on a deeper emotional level and potentially rekindling their commitment to the cause. Thus, a strategic blend of digital and physical communication channels ensures a comprehensive re-engagement approach that accommodates the preferences and sensibilities of diverse donor segments.


Rebuilding Trust and Maintaining Retention

To successfully re-engage lapsed donors, it’s crucial for organizations to address any issues or concerns that led to their lapse in the first place. This entails actively listening to donor feedback, addressing grievances, and implementing necessary improvements to ensure a more positive and satisfying donor experience. Demonstrating transparency regarding how their previous contributions were utilized is key, as it helps rebuild trust.

Beyond resolving past issues, organizations should also implement ongoing engagement plans aimed at preventing future lapses. By employing effective stewardship practices, nonprofits can continuously nurture their donor relationships, making supporters feel valued and engaged with the cause on a deeper level. Nonprofits can bolster this approach by regularly providing impact reports that showcase measurable results and illustrate precisely how funds were used in the past. These reports not only instill confidence but also serve as a powerful reminder of the meaningful difference donors can make, reigniting their passion for the organization’s mission and ensuring a more sustained commitment.


Wrap It Up

In the intricate realm of nonprofit organizations, this comprehensive exploration has shed light on the multifaceted challenge of donor retention and revival. We covered, understanding lapsed donors, data segmentation, robust communication strategies, applying omni-channel approaches to mailpieces, and rebuilding trust for retention. The crucial importance of rebuilding trust and maintaining donor retention has been underscored as the linchpin to a sustainable and thriving donor base.

Want to level up your direct mail? Contact us.

Safeguarding Data: 10 Critical Steps for MSPs and Marketing Agencies



The need for stringent data security measures has reached unprecedented heights. Organizations are navigating the complexities of modern technology, PacketLabs sheds light on some shocking statistics relating to cybersecurity: in 2022 there were an estimated 2,200 cyberattacks per day, and 71% of organizations worldwide became victims of ransomware at least once in the same year. Amidst this backdrop, Mail Service Providers (MSPs) and Marketing Agencies stand at the forefront of safeguarding not just their own sensitive information, but also that of their clients. In this blog post, we will delve into the vital steps that companies must prioritize to fortify data security, ensuring not only their survival but also their thriving success in a digital era fraught with cyber threats.


1. Employee Training and Awareness

Employee training and awareness are vital for strong data security. Educating all staff about data security details, best practices, and threats like phishing attacks is crucial. Such training empowers employees to identify and thwart cyber threats which can lead to unauthorized access to confidential data.

Consistent training sessions are essential to keep your team prepared for evolving security challenges. These sessions showcase the organization’s dedication to up-to-date security protocols, reinforcing existing knowledge while introducing new measures. Active engagement during these sessions fosters a culture of constant vigilance and adaptability.

Clearly defining roles and duties related to information security is imperative within the organization. This clarity prevents confusion and encourages responsibility. When employees understand their roles, they’re more likely to follow best practices and take proactive steps to protect sensitive data.


2. Regular Security Audits and Assessments

Regular security audits and assessments are vital for maintaining system integrity. They methodically identify vulnerabilities, serving as crucial tools to locate weak points in your digital setup. Once weaknesses are spotted, swift action is crucial to prevent breaches and unauthorized access, reinforcing your defense against cyber threats.

Periodic reviews of systems, networks, and processes continuously detect vulnerabilities and assess adherence to security standards. Aligning practices with benchmarks ensures heightened security and regulatory adherence. These assessments also provide insights into evolving threats, helping your organization adapt proactively to emerging challenges in the digital landscape.


3. Data Encryption

Several critical measures need to be taken to ensure the confidentiality and integrity of sensitive information. One such measure is the implementation of robust encryption protocols to safeguard data both during transmission and when at rest. Encrypting sensitive data in transit is of paramount importance. This involves encoding the data during its journey from one point to another, effectively rendering it indecipherable to unauthorized parties who might intercept it. By employing encryption mechanisms like Transport Layer Security (TLS) for email communication, organizations can guarantee that any information shared over email remains confidential and protected against potential breaches.

Equally significant is determining where client information will be housed. Whether it’s stored in on-premises servers or cloud-based solutions, the chosen location must adhere to stringent security standards. Creating protocols for the secure deletion of client data after their engagement with the organization is another vital facet of data security. Companies need to establish clear procedures for erasing client information from all relevant systems, databases, and backups. This process not only mitigates the risk of unauthorized access post-engagement but also reflects a commitment to respecting clients’ privacy.


4. Patch Management

A centralized approach to patch deployment offers a streamlined and efficient method for managing security updates across various systems and platforms. By consolidating the patching process, organizations can ensure that vulnerabilities are addressed uniformly, reducing the risk of oversight or inconsistent updates.

Prior to deployment, thorough testing of patches is essential to ensure their compatibility and stability within the existing infrastructure. This proactive step prevents the introduction of unforeseen issues that might disrupt operations or compromise system integrity. Rigorous testing helps identify any potential conflicts or adverse effects that could arise from the patch, allowing organizations to address these concerns before the update reaches production systems.

A fundamental aspect of effective patch management involves keeping all software, applications, and operating systems up to date with the latest security patches. Regularly updating and applying security fixes is paramount to mitigating known vulnerabilities and staying ahead of emerging threats. Neglecting to apply patches in a timely manner can leave systems susceptible to exploitation, making them prime targets for cybercriminals seeking to exploit known weaknesses.


5. Incident Response Plan

Business Continuity Plan (BCP) is a critical foundation for organizational resilience. It’s imperative to annually review and update the plan to reflect evolving risks and business needs. This precautionary approach ensures that the BCP remains aligned with current conditions and remains effective in times of crisis.

A well-structured incident response plan is indispensable for effectively mitigating security breaches. This comprehensive plan should outline precise steps to be executed when a breach occurs. Clearly assigning roles and responsibilities to designated team members streamlines response efforts and avoids confusion during critical moments. Regular drills and simulations are essential to validate the plan’s effectiveness and ensure that the team is prepared to execute the required actions swiftly and efficiently.

Regularly rehearsing the incident response plan through drills and simulations is pivotal. These practices fine-tune team coordination and provide a real-world understanding of the response process. As the threat landscape evolves, proactive updates and rigorous testing of the plan are fundamental in maintaining a robust security posture and safeguarding business continuity.


6. Backup and Recovery

A dynamic Disaster Recovery Plan (DRP) stands as a safeguard against potential setbacks. Central to this plan is a well-structured communication strategy designed to address clients who might be impacted by the unfolding situation. This communication plan ensures that all parties involved are kept informed, minimizing confusion and fostering a sense of transparency.

Integral to the DRP’s effectiveness is the routine backup of critical data and systems. By regularly duplicating essential information, an organization can mitigate the adverse effects of data loss. Whether due to human error, system malfunctions, or unforeseen disruptions, having up-to-date backups enables a seamless recovery process that helps maintain operational continuity.

The true essence of data resilience lies in the practice of maintaining offsite backups. These offsite copies serve as a fail-safe mechanism, safeguarding against data loss caused by factors ranging from cyberattacks to hardware failures. Having these backups stored in secure and geographically distant locations ensures that even in the face of localized incidents, data recovery remains a viable option, ultimately reducing downtime and enhancing the organization’s ability to bounce back from adversity.


7. Email Filtering and Anti-Phishing Measures

In the modern landscape of cyber threats, safeguarding email communication is paramount. Employing sophisticated email filtering solutions is a proactive defense mechanism against phishing emails, malware, and malicious content. These advanced tools use intricate algorithms to swiftly identify and block suspicious elements, fortifying an organization’s digital perimeter.

Equipping employees with the knowledge to identify and thwart phishing attempts is equally crucial. Through comprehensive training programs, individuals learn to recognize telltale signs of phishing, empowering them to refrain from clicking on harmful links or sharing sensitive information. Encouraging a culture of vigilance, where employees promptly report suspicious emails, further bolsters the organization’s collective defense against cyber threats.


8. Compliance with Regulations

Staying in alignment with pertinent regulations like GDPR or HIPAA, is essential. Depending on your geographical location and the sectors you cater to, compliance with these regulations is important to safeguard user data and maintain trust. These regulations dictate how personal information is collected, processed, and shared, with stringent provisions to ensure data security and privacy.

Adhering to these regulations goes beyond mere legal obligations – it’s a fundamental step toward ethical data management. To this end, your processes must be meticulously aligned with the stipulated guidelines. This entails implementing data protection measures, obtaining proper consent, offering transparent privacy policies, and promptly addressing user rights requests. Non-compliance can lead to severe consequences, including substantial fines and reputational damage.


9. Regular Security Awareness Training

To fortify an organization’s security stance, continuous employee training is essential. Ongoing security awareness programs ensure that employees are well-versed in emerging threats, cybersecurity best practices, and the criticality of adhering to security protocols.

These training initiatives delve into the latest threat landscape, imparting knowledge on threat prevention and industry best practices. By incorporating simulated scenarios and real-world examples, the learning experience becomes practical and relatable. Employees gain a tangible grasp on how threats manifest and what preventive actions to take.


10. Data Retention and Disposal Policies

To ensure robust data security, organizations must begin by establishing well-defined data retention and disposal policies. These policies serve as guidelines for how long different types of data should be retained and when they should be safely disposed of. By having clear policies in place, companies create a structured framework that governs the lifecycle of their data, from its creation to its eventual removal.

Regularly reviewing and securely disposing of data that is no longer necessary is a fundamental step in maintaining data security. As information accumulates over time, retaining data that is no longer needed increases the risk of a potential data breach. The principle of data minimization becomes pivotal here – organizations should retain only the data that serves a legitimate purpose and dispose of the rest. By doing so, the potential impact of a data breach is significantly reduced, as there’s less sensitive information at risk of exposure.


Data breaches and cyber threats have become commonplace, the responsibility of safeguarding sensitive information has never been more critical for MSPs and Marketing Agencies. By meticulously implementing the ten steps outlined in this post, these entities can create a formidable defense against potential vulnerabilities. From educating staff and clients to adopting advanced security technologies, the path to robust data security demands constant vigilance, proactive measures, and a commitment to staying ahead of the evolving threat landscape. As companies embrace these strategies, they not only protect their own reputation and business continuity but also foster trust among clients, positioning themselves as defenders of digital security. Ultimately, by prioritizing data security, these entities pave the way for sustainable success in an increasingly interconnected and risk-prone digital world.

At Postalgia, we prioritize data security above all else. We recognize the sensitive nature and importance of your data, and we go beyond standard measures to ensure its complete protection. Our security protocols involve robust strategies aimed at preventing unauthorized access and data breaches, ensuring the highest levels of confidentiality and integrity throughout every step of the process.

In a time where the consequences of data breaches can be far-reaching, our dedication to data security goes beyond mere policy; it stands as a commitment to safeguarding your interests. We comprehend that the faith you entrust in us forms the foundation of our relationship. It’s this very trust that drives us to cultivate an environment where your data is housed with the utmost security.

Want to level up your direct mail? Contact us.

5 Key Reasons Why Companies Should Prioritize Mail Vendor Security

Key Topics

Data Protection Regulations

Brand Reputation

Financial Losses

Customer Trust

Intellectual Property and Trade Secrets


Amidst the interconnectedness of modern business operations, one critical aspect demands attention: mail vendor security. Verizon released the “2019 Data Breach Investigations Report”, which yielded statistics that are cause for concern.​​ In 2018, 34% of data breaches involved internal participants and 71% of breaches are financially motivated.

In the mail industry mail service providers, mail procurement companies, and marketing agencies who handle sensitive data such as customer health information, donor lists, and home addresses must tighten up their data security. Attacks can come in many forms through malicious email links, hacked passwords, or unauthorized server access to name a few. Once data has been accessed attackers typically demand a ransom or simply sell the information.

As companies embrace digital transformation, the security of communication channels takes center stage. The implications are far-reaching, touching upon legal compliance, brand reputation, financial stability, customer trust, and the safeguarding of invaluable intellectual property. In this age of data-driven decision-making, understanding the five key reasons why companies should prioritize mail vendor mail security isn’t just prudent—it’s essential.



1. Data Protection Regulations

Compliance with data protection regulations such as GDPR and HIPAA demands a meticulous approach to handling sensitive information. What’s interesting is that this responsibility doesn’t end with the organization itself; it extends to the partners they collaborate with, including mail vendors. The concept of third-party responsibility is crucial here. Companies are accountable not just for their own actions, but also for the practices of the vendors they engage. This includes mail vendors, who must align their security measures with these regulations to avoid potential legal consequences.

The motivation for this diligence boils down to one key factor: avoiding penalties. Failing to comply with these regulations can lead to substantial fines and legal actions that can significantly impact a company’s financial standing. Adherence to data protection regulations is not merely a procedural matter but a strategic move to ensure financial stability and maintain a solid reputation.


2. Brand Reputation

A breach in security involving a mail vendor has the potential to wreak havoc on a company’s standing. One of the most critical ways it can hurt is by taking a toll on the reputation of the company itself. Imagine a scenario where customer trust and loyalty start to crumble, all because their personal information wasn’t handled with the care they expected.

It’s not just the trust of customers that’s at stake. Bad news travels fast, and in this age of information, news of a security breach could spread quickly. The aftermath could lead to a wave of negative press, causing significant damage to the company’s public image. What customers think about a company matters a lot. When a company handles their data responsibly and securely, it sends a message that it’s reliable and takes its responsibilities seriously.

Data breaches have become a worrying norm, and a company’s approach to protecting sensitive information has a direct impact on how customers view it. It’s not just about following rules; it’s about preserving a sense of trust, responsibility, and dependability in the eyes of the people it serves.


3. Financial Losses

The repercussions of security breaches ripple through a company’s operations, touching upon various aspects including legal matters, finances, and reputation. These breaches can set off a chain of events, ranging from legal actions and fines to the daunting challenges of addressing the breach’s impact on the company’s financial standing.

There are the legal and regulatory costs. After a breach, the company finds itself navigating a complex landscape of legal responsibilities and regulatory compliance. Then comes the realm of remediation expenses. Handling a breach means diving into the intricate world of digital forensics, aiming to pinpoint how the breach occurred and the extent of the damage. Alongside this, investments are needed for data recovery efforts to minimize data loss. Implementing heightened security measures becomes imperative to prevent future breaches, and these measures often require substantial financial resources.

Security breaches can lead to lawsuits initiated by those whose data has been compromised. These lawsuits can result in settlements that can impose a heavy burden on a company’s financial resources. In essence, security breaches are not isolated events; they carry a multifaceted impact that reaches into a company’s financial well-being. The combination of legal expenses, remediation efforts, and potential litigation makes it clear that the cost of a breach extends far beyond the immediate aftermath, emphasizing the importance of robust cybersecurity measures.


4. Customer Trust

In the realm of business, customer trust is the bedrock on which success is built. Companies are entrusted with safeguarding sensitive customer data, and any lapse in this responsibility can have serious consequences. Failing to ensure the security of vendor communications can trigger a chain reaction, resulting in customer churn and the spread of negative word-of-mouth.

One crucial factor affected is customer retention and loyalty. When a security breach occurs, it shakes the foundation of trust that customers have placed in the company. This loss of confidence can lead customers to question whether their information is truly safe in the company’s hands. Consequently, customers might decide to move on, seeking services from companies they believe can better protect their data.

Effective security practices when it comes to mail vendors can provide a significant competitive advantage. In a crowded marketplace, a company that can demonstrate robust security measures not only reassures its existing customer base but also attracts security-conscious individuals seeking reliable service providers. This forms the basis for the company to stand out from the competition and gain an edge in the market.


5. Intellectual Property and Trade Secrets

Mail holds more than just messages; it’s a vessel for valuable intellectual property and closely guarded trade secrets. But here’s the catch: if security around mail communications is lax, it can open the door for a high-stakes game of intellectual property theft and economic espionage.

At the heart of the matter lies the recognition that mail is often a treasure trove of crucial assets. Confidential information, proprietary data, and the intellectual property that underpins a company’s success are frequently exchanged through mail. These assets are the lifeblood of innovation and competitiveness, making their protection paramount.

The term “economic espionage” might sound like something out of a spy movie, but it’s a real concern. When mail security is compromised, it opens the door for harmful perpetrators to swoop in and snatch up these valuable assets. Whether it’s a competitor seeking an edge or a third party looking to cash in on stolen information, the consequences can be dire.



Within the intricate web of data protection regulations, the safeguarding of brand reputation, the mitigation of financial losses, the preservation of customer trust, and the defense of intellectual property and trade secrets, the imperative of prioritizing mail vendor security becomes resoundingly clear. Compliance with vendor security regulations reflects not only legal adherence but also a strategic measure to ensure financial stability and uphold reputation. The resilience of customer trust rests upon secure vendor communications, with breaches potentially triggering customer churn and negative word-of-mouth. In a competitive landscape, effective security practices surrounding mail vendors not only retain existing clientele but also attract security-conscious individuals, fostering market differentiation. Recognizing that mail carries more than mere messages underscores the significance of guarding intellectual property. Ultimately, a comprehensive approach to mail vendor security is an investment in the integrity, stability, and competitiveness of an organization, solidifying its position in an interconnected digital era where the protection of sensitive information is paramount.

At Postalgia, the utmost importance is placed on data security. We acknowledge the delicate nature and significance of your data, and we exceed conventional measures to ensure its protection. Our security procedures encompass vigorous approaches designed to thwart unauthorized access and data breaches, guaranteeing the utmost confidentiality and integrity at every step of the process.

In an era where data breaches can have far-reaching consequences, our commitment to data security is more than a policy; it is a pledge to safeguard your interests. We understand that the trust you place in us is the cornerstone of our relationship, and it is this trust that compels us to create an environment where your data finds its most secure abode.

Want to level up your direct mail? Contact us.

Generations vs. Direct Mail


From the nostalgia-driven baby boomers to the tech-savvy millennials and members of Gen Z, each generation has its own unique relationship with direct mail. Between mid-2020 and early 2021, Summit Research undertook an exclusive nationwide study on behalf of the United States Postal Service, who released the Generational Research Report (2020-2021). This study aimed to gain valuable insights into consumers’ perceptions and behaviors regarding household mail and packages over a six-month period. The findings of this study show surprising statistics that display conclusive results that traditional direct mail makes an impact. However different approaches to mail campaigns are required depending on demographics to get the most out of marketing resources. Time is money, so it is important to strategically plan your mail pieces.


Baby Boomers—1946–1964

Baby Boomers are 58 to 77 years old, represent 21% of the population in the United States and hold a significant 70% of the disposable income. Notably, this demographic has a strong affinity for direct mail as a preferred means of communication and engagement. The preference for direct mail over email, particularly for promotional materials, is a common characteristic among baby boomers. Having grown up in a time when direct mail was prevalent, they have become accustomed to receiving physical mail and find it familiar and reliable.

One key factor that appeals to baby boomers is the tangibility of mail. They enjoy the sensory experience of holding and examining physical objects, which adds to their overall satisfaction with the communication medium.Trust is another essential aspect for baby boomers when it comes to direct mail. They may perceive it as more trustworthy compared to digital forms of communication, which can be susceptible to scams and cybersecurity threats. Avoiding technology is common, and they feel more comfortable with traditional methods of communication. Direct mail aligns with this preference, as it allows them to avoid the complexities and potential challenges associated with digital platforms.

The personalization of direct mail, such as handwritten pieces, is also a significant factor in its appeal to baby boomers. Tailoring the content to individual preferences makes them feel valued and recognized, enhancing the overall effectiveness of the campaign.



Generation X—1965–1980

Generation X are 43 to 57 years old, they make up 19% of the US population and have the highest post-tax income of any demographic. They actually outspend millennials by 41% and baby boomers by 18%.

Gen X consumers appreciate direct mail, and they value feeling special, so tailored approaches that make use of thicker papers and unique designs can create a sense of exclusivity and effectively capture their attention. This generation is not easily swayed by generic mass marketing efforts but rather responds positively to mail that speaks directly to their individual preferences and needs.

They display a keen awareness of retargeting strategies. A significant 45% of them can recognize when they receive a retargeted direct mail piece. Consequently, they expect these retargeted offers to go beyond a standard promotion and provide a better deal than what they would have received otherwise. Utilizing retargeting in direct mail campaigns should thus be strategic, showcasing exclusive incentives and significant benefits that clearly surpass previous interactions. To be successful, direct mail targeted at Gen X consumers must convey an enhanced value proposition. This means clearly communicating the additional value they stand to gain compared to other offers or alternative choices. Whether it’s exclusive discounts, personalized product recommendations, or unique benefits tailored to their preferences and lifestyles, Gen X consumers need to see a tangible advantage in responding to direct mail campaigns. Demonstrating how the offer aligns with their specific interests and values can significantly influence their engagement and response rates.



Millennials are 25 to 45 years old, making up a significant portion of the U.S. population, accounting for 22% of it. Despite their sizable presence, many millennials face financial worries, with 67% expressing that finances are a frequent concern in their lives. When it comes to their relationship with direct mail, this generation showcases a mix of preferences. While a majority prefer email for communication, a notable 32% still hold a preference for postal mail. 64% of millennials have indicated that they would likely read direct mail, presenting an opportunity for marketers to engage with this tech-savvy demographic.

One crucial aspect for effectively reaching millennials through direct mail is personalization and relevance. As a digitally native generation, they are accustomed to tailored online experiences. If direct mail can replicate this personalization and demonstrate relevance to millennials’ individual needs and preferences, it stands a higher chance of capturing their attention. Customized content that speaks directly to their interests, purchase history, and lifestyle can significantly improve the chances of a positive response.

To fully engage millennials, combining direct mail with digital elements is a powerful strategy. Multichannel integration, such as incorporating personalized URLs (PURLs) and QR codes, can enhance the millennial experience and increase their engagement.



Generation Z—1997–2012

Generation Z, composed of teens and young adults, constitutes a significant 20% of the U.S. population. Despite being a digital native generation, Gen Z surprisingly appreciates direct mail as a marketing channel. Direct mail offers them a unique and tangible experience that texts and emails simply cannot replicate. In a world where digital interactions dominate, receiving physical mail stands out and holds a special appeal for this demographic. The impact of direct mail on Gen Z’s purchasing decisions is noteworthy, with 33% of Gen Z consumers indicating that they are more likely to make a purchase if they see it in the mail.

Gen Z’s innate familiarity with creative tools and their desire for novel experiences make them highly responsive to innovative and eye-catching elements in direct mail campaigns. Brands that embrace innovative and visually appealing designs can better engage with this generation and leave a lasting impression.

In the digital era, omni-channel approaches are essential to capturing Gen Z’s attention. QR codes, for instance, offer seamless integration between physical and digital experiences. Gen Z appreciates such interactive elements, allowing them to engage further with brands through their smartphones and other devices.

Surprisingly, direct mail has become the “dark horse” for this generation. Amid the flood of digital marketing, physical mail stands out as an unexpected and refreshing means of communication, making it a powerful tool for reaching and connecting with Gen Z. By the same token, handwritten pieces hold a unique charm for Gen Z. In a world dominated by automation and digital communication, receiving something handwritten feels personal and authentic, resonating deeply with this generation’s desire for genuine connections with brands.



In today’s rapidly evolving marketing landscape, understanding the unique preferences and behaviours of different generations is crucial for successful direct mail campaigns. Baby boomers’ nostalgia-driven sentiments make them more receptive to personalized and heartfelt messages, emphasizing the importance of connecting on an emotional level. On the other hand, gen z’ tech-savviness calls for interactive and visually appealing designs that capture their attention amidst the digital noise.

The USPS’s Generational Research Report (2020-2021) and Summit Research’s nationwide study offer valuable insights into consumers’ perceptions and behaviours related to household mail and packages. These studies provide marketers with data-driven guidance, helping them develop targeted and effective direct mail strategies. While the digital realm has expanded marketing opportunities, the findings from these studies demonstrate that traditional direct mail continues to hold its ground. By leveraging the tangible and sensory experience direct mail offers, brands can create memorable interactions and leave a lasting impression on recipients.

The value of authenticity is undeniable, and when it comes to credibility, nothing surpasses the impact of mail, particularly handwritten pieces. At Postalgia, we are a forward-thinking, comprehensive mail service provider, utilizing cutting-edge printing technology to transform your campaign vision into a reality. Our seamless process includes designing pieces with QR codes, employing variable data printing, and ensuring your data is clean and accurate. As specialists in handwritten direct mail, we have proven success in increasing open rates and fostering goodwill, maximizing the effectiveness of both current and future campaigns. Get in touch with us today to create mail that not only gets opened but also leaves a lasting impact on your audience.

Want to level up your direct mail? Contact us.

Navigating the Digital Era: Reimagining Direct Mail


Article Highlights

Leveraging technology to enhance direct mail campaigns

Personalization and targeting

Data is not static

Personalized mail pieces stand out


Direct mail cuts through digital fatigue by offering a tangible experience that stands out amidst the overwhelming influx of messages. According to, the average American household receives two direct mail pieces daily, while emails can flood in by the dozen. Due to their comparative scarcity, approximately 77% of Americans eagerly anticipate opening direct mail. Despite the prevalence of digital communication, the percentage of physical mail read today remains surprisingly high. Numerous statistics and studies have consistently demonstrated that direct mail continues to be an effective marketing tool that stands out in a tech-forward world.


Source: USPS Household Diary Study 2021


Leveraging technology to enhance direct mail campaigns

Direct mail is one of the oldest forms of communication still around today, recent developments allow the incorporation of digital elements into mail pieces. Leveraging technology has become increasingly vital in enhancing direct mail campaigns. By integrating interactive experiences into traditional mail, marketers are able to captivate their audience in new and exciting ways. One effective method is the utilization of QR codes, which help bridge the gap between physical and digital realms. These codes provide a convenient and instant connection for users, allowing them to access content, exclusive offers, or website URLs with just a simple scan. The scans can be tracked by the marketer to gauge real time success of the campaign. By integrating QR codes into mail pieces, brands can deliver a seamless and cohesive experience that engages recipients and enhances their overall interaction with the marketing material.


Personalization and targeting

Data-driven segmentation is a powerful strategy that enables businesses to effectively target their audience with tailored messaging. By leveraging customer data and insights, companies can divide their customer base into smaller, more specific groups. These segments can be based on various factors such as demographics, preferences, purchase history, or behavior patterns. By understanding the unique characteristics and needs of each segment, businesses can create segmented direct mail campaigns that speak directly to the interests and motivations of their recipients.

Postalgia specializes in Variable Data Printing (VDP). This advanced technology allows for the customization of individual elements within a direct mail piece. For example, names, addresses, or offers can be personalized to each recipient. This level of customization creates a highly personalized and targeted experience for the recipient, making them feel valued and understood. By incorporating VDP into their direct mail campaigns, businesses can increase the relevance and impact of their messages, ultimately driving higher engagement and response rates.

The beauty of data-driven segmentation and VDP is that they work together seamlessly. By combining the insights gained from segmenting their audience with the customization capabilities of VDP, businesses can create direct mail pieces that deliver the right message to the right person at the right time. Whether it’s addressing recipients by name, showcasing products or offers that align with their preferences, the level of personalization achieved enhances the overall effectiveness of the direct mail campaign.


Data is not static

To ensure the success of data-driven marketing campaigns, it is crucial for businesses to regularly refresh and clean their data. Outdated or inaccurate information can lead to ineffective targeting and personalization, diminishing the impact of direct mail efforts. By conducting regular data audits and utilizing tools that automate the data cleansing process, businesses can maintain a clean and reliable database, improving the quality of their direct mail campaigns.

In addition to data cleansing, it is essential to continuously collect and analyze new data to gain fresh insights into customer behavior and preferences. By leveraging tools and technologies that capture and analyze customer data, businesses can stay up-to-date with evolving customer needs and preferences. Incorporating real-time data sources, such as website analytics or CRM systems, enables businesses to gather valuable information on customer interactions and transactions.

To keep customer data accurate and up-to-date, it is important to actively engage customers in the data collection process. Businesses can encourage customers to provide updated information by offering opt-in forms or account profiles. By rewarding incentives or benefits for customers who update their information, businesses can incentivize customers to share accurate and relevant data. This approach not only helps in maintaining a clean and updated customer database but also fosters a sense of transparency and trust between the business and its customers.

Using automated data integration processes is crucial for syncing data across different systems. By integrating data from various sources, such as CRM systems, e-commerce platforms, or social media channels, businesses can have a holistic view of customer information. This integrated data enables businesses to create comprehensive customer profiles and ensures consistency across different touchpoints. Automation streamlines the data integration process, reducing manual errors and enabling businesses to deliver cohesive and personalized direct mail campaigns.


Personalized mail pieces stand out

Direct mail has a unique ability to make mail pieces more relevant and meaningful, leading to higher response rates and establishing an emotional connection with recipients. According to the article “Direct Marketing Statistics for 2022” by, the response rate to direct mail can reach as high as 37%. One of the reasons for this is that people perceive a physical piece of mail as more “real” compared to the digital ones that flood their inboxes. The tangible nature of direct mail captures attention and engages multiple senses, creating a memorable and impactful experience for recipients.

Direct mail has been shown to generate higher response rates compared to other marketing channels. In the data mentioned above by, mail pieces have an open rate of 90% (in contrast to the average email open rate of 23%), direct mail ensures that the message reaches the intended recipient. This high open rate provides an opportunity for businesses to make a strong impression and convey their message effectively. Direct mail marketing allows for customization and personalization, such as incorporating handwritten elements. Handwritten elements, such as handwritten addresses or notes, add a personal touch that makes recipients feel valued and appreciated. This attention to detail significantly increases the chances of the mail being opened and read.

Beyond higher response rates, direct mail also enhances the perception of a brand as customer-centric. By investing in physical mail pieces that are tailored to the recipient’s preferences and needs, businesses demonstrate a commitment to delivering personalized experiences. This customer-centric approach fosters a positive perception of the brand and strengthens the emotional connection between the business and its customers.


In the ever-evolving landscape of marketing, where technology and data reign supreme, direct mail stands as a timeless reminder of the power of human connection. It is a tangible testament to the impact that a carefully crafted message can have on an individual. Leveraging technology and personalization techniques has become crucial for enhancing the effectiveness of direct mail campaigns. By incorporating digital elements like QR codes, marketers can create interactive experiences that bridge the gap between physical and digital realms, engaging recipients in new and exciting ways. Data-driven segmentation and Variable Data Printing (VDP) enable businesses to target their audience with tailored messaging, creating highly personalized and impactful mail pieces. Regular data maintenance and collection ensure accuracy and relevance, while automated integration processes streamline data management. Personalized mail pieces that stand out from digital clutter generate higher response rates and establish emotional connections with recipients. By investing in customer-centric direct mail, businesses strengthen their brand perception and foster stronger relationships with their customers. With the right combination of technology, personalization, and data-driven strategies, your campaigns can achieve enhanced effectiveness and drive successful outcomes.

Postalgia is a forward thinking, full range mail service provider. We employ the latest printing technology to turn your campaign vision into reality. We make the process as easy as possible for you by designing your pieces to include QR codes, implement variable data printing, cleaning up your data, and we specialize in handwritten direct mail, proven to increase open rates and goodwill maximizing the effectiveness of current and future campaigns. Reach out today to create mail that gets opened and makes an impact.

Want to level up your direct mail? Contact us.

How Fundraisers Are Tripling Their Campaign Performance


Article Highlights

Targeted Mailing Lists

Compelling Storytelling and Effective Communication

Mail Piece Design

Omni-Channel Direct Mail Campaigns

Follow-up strategies


Are you ready to revolutionize your fundraising efforts? Discover the power of donor segmentation, personalized messaging, and captivating storytelling to unlock unparalleled success in your campaigns. Engage donors, maximize impact, and foster long-term relationships for your organization. In fact, a recent direct mail handwritten fundraising campaign we did for NYU “beat the control 3 to 1.” And yet another recent campaign done for Combined Jewish Philanthropies of Greater Boston found that “donors who received a personal note gave nearly 20% more than those who did not!”. Don’t miss out on this opportunity to amplify your campaign reach and maximize your impact!

Targeted mailing lists

At Postalgia, we recognize that donor segmentation is the key to successful fundraising campaigns. By tailoring your messages to resonate with each demographic, you can create a deep and meaningful connection with your supporters. Every communication should make your donors feel valued and appreciated. That’s why it is important to incorporate donor-specific information into your handwritten letters. Whether it’s mentioning a previous donation, acknowledging their specific interests, or simply using their name, a personalized approach creates a powerful bond between your organization and its supporters.

It is important to align donation requests with donor preferences and giving capacity. Ensure your team crafts customized donation appeals that are not only compelling but also considerate of each donor’s unique circumstances. Analyze your donors giving histories and patterns to ensure that your requests are tailored to maximize engagement and increase the likelihood of a positive response.


Developing effective follow-up strategies is crucial when cultivating and maintaining relationships with donors, especially when targeting younger demographics. It is vital not to overlook the potential of younger donors and actively engage them in philanthropic efforts. Encouraging smaller donations and active participation in campaigns, while also providing volunteer opportunities, creates a sense of ownership and pride in their contributions! Incorporating digital elements such as QR codes, online giving portals, and having a social media presence, can make it convenient and accessible for younger donors to contribute and engage with your cause. These strategies enable fundraisers to build lasting connections with younger supporters, ensuring their long-term involvement in fundraising efforts.

Compelling Storytelling and Effective Communication

One powerful approach is to create an emotional connection by sharing genuine stories  that evoke emotions and resonate with donors. By sharing narratives that tug at heartstrings, you can create a sense of empathy and inspire action. Whether it’s through personal testimonials, heartfelt anecdotes, or compelling case studies, these stories should showcase the impact of the cause in a way that resonates with donors’ values and experiences.

When it comes to effective communication, authenticity and transparency are paramount. Fundraisers should share real-life experiences and factual information to demonstrate their commitment to transparency. By providing donors with clear and honest insights into the organization’s work, fundraisers can establish credibility and foster trust. Donors want to know that their contributions are making a difference, so it is crucial to communicate the real impact of their support. Presenting clear goals and outcomes is crucial for fundraisers to engage donors effectively. Sharing measurable objectives and progress toward those goals allows donors to understand the tangible difference their contributions can make. When donors see the direct connection between their support and the outcomes they care about, they are more motivated to invest in the cause.

Including personal anecdotes in storytelling helps fundraisers create relatable connections with donors. By sharing stories of individuals connected to the cause, whether they are beneficiaries, volunteers, or donors themselves, fundraisers can humanize the impact of their work. These relatable stories bring the cause to life and allow donors to connect on a deeper level. When donors can see the real faces and experiences behind the statistics, they are more likely to feel a personal attachment to the cause and be inspired to contribute.

Fundraisers should actively seek feedback from donors and share donor stories and testimonials. By inviting donors to share their experiences and perspectives, fundraisers show that their opinions matter. Sharing donor testimonials not only provides social proof but also allows donors to become advocates for the cause. These stories and feedback strengthen the relationship between fundraisers and supporters, fostering a sense of community and shared commitment.


Mail Piece Design

When it comes to mail-piece design, fundraisers have the opportunity to create impactful and compelling materials that resonate with donors. To capture your audience’s attention, it is crucial to incorporate visuals that stand out. Whether it’s vibrant colors, striking images, or unique illustrations, the design should immediately catch the eye and pique the recipient’s curiosity. Creating visually captivating designs, increases the chance of mail pieces that get opened and read.

Pairing attention-grabbing visuals with compelling headlines is a winning combination. The headline should be engaging and thought-provoking, motivating the recipient to delve further into the mail piece. It should create intrigue and clearly communicate the purpose of the campaign.

Clear and concise messaging is essential to ensure that the campaign’s purpose and call to action are communicated effectively. Fundraisers should aim to convey the core message in a concise manner, using straightforward and impactful language. By clearly articulating the purpose, fundraisers can ensure that recipients understand the campaign’s mission and know how they can contribute.

Maintaining a consistent visual identity throughout your mail-piece is important for brand recognition and cohesion. Fundraisers should incorporate consistent branding elements such as colors, fonts, and logos in their mail piece designs. Consistency creates a sense of professionalism and trust, reinforcing the organization’s identity and making it easily recognizable to donors.

To make the campaign stand out, fundraisers should incorporate unique design elements that differentiate their mail pieces from others. Creativity and innovation can leave a lasting impression. Whether it’s using unconventional layouts, interactive elements, or incorporating unexpected materials, unique design elements can make the campaign memorable and increase donor engagement.

Visual hierarchy plays a crucial role in guiding the recipient’s attention to key information. Always consider design principles such as size, color, and placement to emphasize the most important messages and calls to action. By creating a clear visual hierarchy, fundraisers ensure that recipients can easily grasp the main points of the mail piece and understand the desired actions.

Readability is essential for effective mail-piece design. Always ensure that the design is easy to read and understand at a glance. Using legible fonts, appropriate font sizes, and clear formatting will enhance readability. By making the content easily accessible, fundraisers increase the likelihood of recipients engaging with the mail piece and taking action.
Discover the power of donor segmentation, personalized messaging, and captivating storytelling to unlock unparalleled success in your campaigns.


Omni-Channel Direct Mail Campaigns

It is essential to embrace technological advancements rather than resist them. We believe that integrating digital components into your mail pieces can revolutionize your fundraising efforts. By incorporating digital elements into your direct mail, such as scannable QR codes, it provides seamless access to online platforms and makes engagement effortless.

One key aspect of omni-channel campaigns is data integration. Fundraisers can synchronize data from direct mail and digital channels to gain a comprehensive view of donor engagement. By leveraging the data collected from multiple channels, fundraisers can gain valuable insights into donor preferences, behaviours, and interactions. This data-driven approach enables fundraisers to tailor their messaging and strategies more effectively.

Personalized follow-ups are another significant benefit of omni-channel direct mail campaigns. With digital channels, fundraisers can deliver personalized messages based on donor actions. By tracking donor engagements, fundraisers can segment their donors and send targeted follow-up messages that resonate with individual interests and motivations. This personalization enhances the donor experience and strengthens the relationship between organization and donor.

Incorporating scannable QR codes in direct mail pieces is a valuable technique in omni-channel campaigns. QR codes provide a convenient and quick way for donors to access online platforms. By scanning the code with their smartphones, donors can be directed to dedicated landing pages, online donation forms, or specific campaign websites. This integration of offline and online channels simplifies the donor’s journey and encourages them to engage further with the cause.

Thank You Card Yellow

Follow-up strategies

Follow-up strategies are crucial for fundraisers to maintain and strengthen relationships with their donors. Expressing gratitude is a fundamental aspect of effective follow-up. Personalized thank-you letters should be sent to donors, acknowledging their contributions and expressing sincere appreciation for their support. By personalizing these letters, fundraisers can demonstrate the individual impact of each donor’s generosity, making them feel valued and recognized.

In addition to personalized thank-you letters, regular newsletters serve as a valuable tool for keeping donors informed about the campaign’s achievements and future plans. These newsletters can highlight the tangible outcomes made possible by donors’ contributions, reinforcing the value of their support. Sharing impact reports further enhances this effect, providing concrete evidence of how donors’ contributions have made a difference in the lives of those benefiting from the cause. By demonstrating the direct impact of their support, fundraisers can reinforce the donors’ connection to the organization and inspire them to continue their involvement.

To foster ongoing engagement, fundraisers can provide exclusive updates or behind-the-scenes content to donors. This approach makes donors feel like valued members of the organization’s community, keeping them engaged and invested in the cause. Hosting special events exclusively for supporters offers a unique opportunity to deepen their connection to the cause. These events can provide a platform for members to interact with the organization’s team and beneficiaries directly, strengthening their emotional connection and encouraging ongoing support.

Collecting feedback from donors through surveys is invaluable for understanding their preferences, improving the donor experience, and enhancing future campaigns. These surveys provide an opportunity for donors to share their thoughts and suggestions, ensuring that their voices are heard and their needs are met. By actively seeking and implementing donor feedback, fundraisers can strengthen relationships and create a donor-centric approach to their work.


To Recap

Successful fundraising campaigns require a targeted and personalized approach that resonates with donors. Compelling storytelling, authenticity, and clear goals are key elements in effective communication. When it comes to mail piece design, attention-grabbing visuals, compelling headlines, and clear messaging make a lasting impact. Omni-channel direct mail campaigns, incorporating digital components and data integration, enhance donor engagement. Follow-up strategies, including gratitude, regular newsletters, exclusive updates, events, and donor feedback, strengthen relationships and foster ongoing engagement. By embracing these strategies, fundraisers can drive meaningful impact and cultivate lasting connections with their supporters.

Want to level up your direct mail? Contact us.

Postalgia Goes to the National Postal Forum!


The National Postal Forum (NPF) is a premier event that brings together professionals from the postal and shipping industry, and this year, we were thrilled to be first-time attendees and exhibitors. We aimed to make a lasting impression with our booth showcasing our innovative handwriting robots. In this blog post, we will take you through our experience at the NPF 2023 and the valuable lessons we learned as pioneers in the personalized direct mail industry.

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As first-time exhibitors, our creative marketing team took great care in designing our booth to make a memorable impression. Our booth’s centrepiece was one of our handwriting robots, perfectly showcasing the essence of our business – infusing a personal touch into direct mail campaigns. Attendees were captivated by the sight of the robot meticulously replicating the art of handwritten mail. The robot’s precision, speed, and flawless execution of penmanship demonstrated the potential for scaling the personalization of direct mail campaigns to new heights. Visitors were not only impressed by the efficiency of the technology but also by the human-like quality of the handwritten letters.



We eagerly attended the various workshops and talks offered at the NPF 2023. While we were passionate about showcasing our handwriting robots, we recognized the importance of staying up-to-date with industry trends and expanding our knowledge base. We actively participated in workshops and talks centered around direct mail marketing, customer engagement, and emerging technologies. These sessions allowed us to learn from experts, gain insights into market demands, and explore strategies to enhance our personalized direct mail solutions.


The NPF provided us with an incredible platform to connect with like-minded professionals, potential clients, and partners. As pioneers in the personalized direct mail industry, we were excited to share our expertise and build valuable relationships. Our booth and team members drew a steady stream of visitors eager to learn about our services. These interactions allowed us to engage in meaningful conversations, showcase the power of personalized direct mail, and demonstrate how our handwriting robots could transform marketing campaigns. The connections we forged during the event have the potential to foster collaborations and drive the industry forward.

Our COO Leor Mann meeting the Postmaster General – Louis Dejoy

Leor got paid a visit by the Postmaster General, Louis DeJoy! Leor had a conversation about what we do at Postalgia and provided an explanation about our handwriting technology and how our machines work.


Our CSO Shay Mamo being interviewed by Matt Wolfe from ABC Radio

Shay had the opportunity to speak to Matt Wolfe in a radio interview for ABC Radio about the remarkable impact of handwritten letters in today’s digital age. Shay emphasized that amidst the overwhelming stream of digital messages and ads, a handwritten letter stands out as a beautifully personalized and attention-grabbing communication medium. The interview highlights how Postalgia provides this game changing service of handwritten letters to cut through the noise and leave a lasting impression on recipients.



The National Postal Forum provided valuable insights into the future of direct mail marketing, highlighting its continued significance despite the digital age. The event showcased innovative strategies and technologies reshaping the industry, such as interactive mailpieces and omni-channel mail campaigns. It also emphasized the rise of a new generation of marketers, bringing fresh perspectives and expertise in digital integration for personalized campaigns. Our booth grabbed the attention of many attendees because the service we provide was seen as unique and valuable, as it adds an extra touch of authenticity to any mailpiece. The forums emphasized the pivotal role of data collection and analysis in creating targeted and personalized direct mail experiences, enabling marketers to refine strategies and optimize campaign performance. Overall, the National Postal Forum shed light on the exciting future of direct mail marketing, demonstrating its ability to engage customers and drive remarkable outcomes.



The National Postal Forum 2023 served as an exceptional platform for us to showcase our personalized direct mail solutions with handwriting robots. Our booth garnered a steady stream of visitors, allowing us to demonstrate the influential role of personalized communication in direct mail campaigns. We took advantage of the workshops and talks offered, enriching our knowledge and keeping abreast of industry trends, which in turn helped us refine our strategies. Furthermore, establishing connections with industry peers, potential clients, and partners solidified our position as leaders in the field of personalized direct mail marketing.

The event provided us with an ideal opportunity to engage with a diverse range of professionals, exchange ideas, and learn from experts in the field. The interactions and insights gained at the National Postal Forum will undoubtedly shape our future endeavours as we continue to innovate and push the boundaries as a hand written letter service provider. Overall, our experience at the forum reinforced our commitment to delivering exceptional personalized direct mail campaigns and further cemented our reputation as industry leaders.

Want to level up your direct mail? Contact us.

How Handwritten Letters Are Turning Customers Into Fans and Driving the Second Sale

Article Highlights

  • The Power of Handwritten Letters
  • Using Handwritten Letters for Reviews
  • Handwritten Letters as a Vehicle for the Second Sale
  • Tips for Writing Effective Handwritten Pieces


Want to make a lasting impression on your customers? Put down the keyboard and pick up a pen. Or better yet, we’ll pick up the pen for you!  According to the Generational Research Report (2020-2021), 71% of consumers feel that direct mail adds a more personalized touch to communication compared to online digital methods. In a digital era where communication has become synonymous with quick and impersonal exchanges, there is a powerful tool that can set your brand apart and forge deeper connections with your customers: handwritten letters. In this blog post, we will explore the unique power of handwritten notes and how they can leave a lasting impression on your customers. From expressing gratitude and appreciation to cultivating loyalty and driving repeat sales, handwritten letters offer a personal touch that digital communication often fails to achieve.




The rarity of receiving handwritten letters has become a notable phenomenon. Amidst the abundance of emails, text messages, and digital communication platforms, a handwritten letter has become a cherished relic. Handwritten pieces possess a unique power to develop emotional connections with customers, leaving a lasting impression that digital communication often fails to achieve.

The act of handwriting itself exudes effort and thoughtfulness, showcasing a level of care that resonates with recipients. When a customer receives a handwritten letter, they can immediately sense the sincerity and authenticity behind it. This tangible expression of effort stands out, allowing companies to differentiate themselves in the eyes of their customers.

Moreover, the rarity of handwritten letters enhances their impact. With inboxes flooded and notifications pinging constantly, the world is experiencing a digital fatigue. In contrast, a handwritten letter holds a higher chance of being opened and read, captivating the recipient’s attention in a way that digital messages struggle to achieve nowadays.

Beyond practicality, handwritten letters tap into a sense of nostalgia, evoking a bygone era when communication was more personal and meaningful. By receiving a handwritten letter, customers are transported back to a time when people made the effort to craft their words by hand. This nostalgic element adds a layer of sentimentality, fostering a deeper bond between the company and its customers.



A handwritten letter provides a unique opportunity to express genuine gratitude and appreciation for your customers’ business. By taking the time to pen a heartfelt note, you convey a sense of care and consideration that can leave a lasting impression. You acknowledge their individuality, their support, and their contribution to your business’s success. This personal touch not only strengthens the bond between you and your customers but also creates a sense of loyalty and goodwill.

Within the letter, specifically express your appreciation for their recent purchase, highlighting how it has made a positive impact. Emphasize that their support is vital to the growth and success of your business. Share a brief anecdote or mention specific details that demonstrate your attention to their needs and satisfaction. This personalized approach shows that you genuinely care about their experience and encourages them to reciprocate by leaving a review to continue to support your brand.

By reaching out to customers with a personalized message, you not only enhance the chances of receiving a positive review but also encourage repeat sales as customers feel valued and connected to your business. Embrace the beauty of handwritten letters and watch as they strengthen your customer relationships and drive your business forward.



In today’s dynamic business landscape, cultivating customer loyalty is paramount to success. A handwritten letter allows you to go beyond a simple “thank you” email and provides an opportunity to convey a heartfelt message. By recognizing the customer’s patronage and acknowledging their role as a loyal client, you strengthen the bond between them and your brand.

To further enhance the customer’s experience, consider offering a personalized discount code for their next purchase. By tailoring the offer to their specific preferences or past buying behaviors, you demonstrate that you genuinely care about their needs. You can also suggest complementary products or services that they may find appealing. By sharing these exclusive details, you create a sense of exclusivity and make the customer feel like a valued insider, increasing the likelihood of them making a repeat purchase.

 A notion to keep in mind when personalizing your outreach is to stay behind the “creepy-line”. You want to use your customer’s data as a guide in your campaigns that target your customer’s general interests. The goal is to recommend products/services that could be of interest to your clients and avoid invading their privacy.



When it comes to handwritten letters, personalization is key to making a lasting impact on your customers. By including specific details about the customer or their purchase, you demonstrate that the letter was crafted just for them. In this section, we’ll explore how to create a personalized and engaging handwritten letter that conveys warmth and gratitude.

Keep the letter brief and to the point, while still infusing it with language that is inviting and appreciative. Customers respond well to a genuine and concise message that acknowledges their importance to your business. By using a friendly and conversational tone, you create a welcoming atmosphere that sets the stage for a positive customer experience.

Addressing the customer by name is crucial in establishing a personal connection. Reference their previous purchase or interaction with the company to show that you remember and appreciate their support.


For example

 “Dear [Customer’s Name], we wanted to extend our sincerest thanks for your recent purchase of [Product/Service].”


Customize your handwritten notes using a CRM that stores and organizes your customers’ data.

To add that extra personal touch, include specific details that relate directly to the customer. Mention how their purchase has made a positive impact in the growth of your company or how their feedback has helped shape your products or services. This attention to detail shows that you genuinely value their contribution and makes the letter feel truly personalized.

In terms of presentation, prioritize legibility by using clear handwriting and properly spacing out the text. You can use this contrast checker to ensure that your colors, fonts, and font sizes are accessible. A well-structured and easy-to-read letter enhances the customer’s reading experience and ensures your message comes across clearly. Avoid grammatical errors or spelling mistakes, as they can detract from the professional image you seek to uphold.

Instead of relying on digital signatures or stamps, take the time to personally sign each letter, or better yet, let us handle that for you and pen your actual signature on your handwritten pieces. This small act goes a long way in adding an extra touch of authenticity and personalization. Your signature serves as a visual reminder that a real person took the time to connect with the customer, fostering a sense of trust and appreciation.

Be mindful of timing. Aim to send the letter within a few days of the customer’s purchase or interaction with the company. Promptness demonstrates your commitment to customer satisfaction and keeps your brand top of mind.



  • Use a genuine and concise message with a friendly and conversational tone to acknowledge the importance of customers to your business
  • Establish a personal connection by addressing customers by name and referencing their previous purchase or interaction (without crossing the creepy-line)
  • Prioritize legibility and presentation by using clear handwriting, proper spacing, and ensuring accessible colors and fonts
  • Speed and timing is key when sending a gratitude letter
  • Add an element of authenticity to your pieces to make them stand out and be remembered.



The power of handwritten letters lies in their ability to forge deeper emotional connections with customers, standing out amidst the digital communication overload. The act of handwriting itself showcases care and thoughtfulness, instantly conveying sincerity and authenticity. Handwritten letters tap into a sense of nostalgia, transporting recipients to a time when communication was more personal and meaningful. This personal touch not only strengthens the customer relationship but also nurtures consistency and trust. By expressing genuine gratitude, acknowledging their individuality, and offering personalized discounts or suggestions, handwritten letters become a vehicle for driving customer engagement and repeat sales. Balancing personalization with respect for privacy ensures a positive and respectful customer experience. Let’s pick up our pens and create heartfelt connections that leave a lasting impression, reminding customers of the genuine care and appreciation we hold for each and every one of them.

Want to level up your direct mail? Contact us.

How to Recession Proof Your Nonprofit



With the looming thought of a recession, nonprofits are at high risk of financial struggles. Now is the time to prepare and organize a robust strategy to make it through this challenging time. As donations and funding from government sources may decline, there will be an increased demand for services. According to The Chronicle of Philanthropy: In the first half of 2022, donor numbers fell by 7% compared to the first half of 2021. This is because there was a decline in the number of small gift donors between the months January to July. With a recession upon us, small gift donors are more likely to temporarily lapse. This makes it challenging for nonprofits to sustain their operations and continue to serve their beneficiaries effectively. However, with careful planning, effective communication, and good stewardship, nonprofit leaders can mitigate the effects of a recession. In this article, we will explore some strategies that can help your nonprofit weather the storm and emerge stronger in the long run.

Article Highlights:

How Will a Recession Affect Your Nonprofit?

Make a Plan

Be Transparent

Make stewardship a top priority


How Will a Recession Affect Your Nonprofit?

Recession affects internal and external aspects of your nonprofit. As individuals and businesses may have less disposable income, you will see a decline in donation amounts and experience lower retention rates. Government funding is likely to decrease due to budget cuts. There will be an Increased demand for services, as recessions often result in higher levels of poverty, unemployment, and other economic challenges, which can lead to an increased demand for services from nonprofit organizations. Nonprofits may need to stretch their resources to meet this increased demand. Your organization may find fundraising more difficult as raising more funds will be less successful especially when trying to attract new donors. This inevitably leads to damaging your reputation and more unfortunately affects your capacity to help the cause.

Make a plan

Make a Plan

Don’t wait until you start to feel the effects of recession, be prepared and start planning for a potential economic downturn. Start to build a safety net for your organization now. Anticipate any possible financial struggles and prepare beforehand to reduce its adverse effects. Rather than waiting, take action to improve your organization’s programs and initiatives. Schedule regular meetings with your development or membership team, even if they are brief, to brainstorm ideas for strengthening donor relationships and communication. These meetings can lead to effective plans that can make a significant difference. Take into account how this will change your future and create a long-term plan. Imagine the desired outcomes for your organization in the next five years. Record the milestones you wish to reach, the accomplishments you want to achieve, and the prerequisites necessary to accomplish them. Equally significant is to ensure that you convey your organization’s long-term vision to your donor base to sustain their support, even if they have changed their capacity to donate temporarily.


Be Transparent

Effective communication about the effect of recession is essential for nonprofit leaders, not only with lower-level management and staff but with all stakeholders, including the board, donors, and volunteers. It’s crucial to inform everyone about the organization’s financial situation and the plan to ensure its sustainability. By keeping everyone informed and involved, your nonprofit can benefit from the collective input and support of the entire team.

Be sure to communicate clearly and transparently with your community members to maintain trust, manage expectations, and keep their supporters engaged. It is important to highlight that now is the time that you need your donors more than ever and gently remind them that the economic turmoil is tough for everyone but even tougher for those in need. Explain that there is an ongoing need for support from their community members, highlighting the impact that donations and volunteerism can have during a difficult economic period. Communicate this information in an informative manner and provide specific details on how the recession affects your organization.

Provide your community with the assurance that you have a plan of action for the recession, and show them that these hard times are just a speed bump in an otherwise hopeful future. Avoid using language that is asking for “bailouts” or is seemingly a “cry for help”.

Affect nonprofit

Make stewardship a top priority 

This is the time to maintain relationships, by practicing good stewardship. Send your donors reminders that you value their relationship and you need their support. Amid a recession, donors tend to reduce the number of nonprofits they support financially. However, reaching out to them directly at this time may increase the likelihood of your organization becoming one of the nonprofits they continue to support in the long run. Therefore, it’s crucial to nurture and maintain a positive relationship with donors now to ensure their continued support in the future. By cultivating and stewarding donors today, you can improve the chances of retaining them as committed supporters. During periods of economic instability, there can be the mistake of directing a majority of resources towards gaining new donors, therefore neglecting current customer or donor base. Ensure that your recession plan aims to the retention of existing donors as that is more likely to see results in maintaining funding.


Your stewardship efforts should have these key priorities:

Showing gratitude by saying thank you by sending a handwritten thank you

Share impact and success stories

Stay in contact with donors

Acknowledge any hard decisions your organization has had to make

Maintain authenticity and transparency



Recessions can have an impact on both the internal and external aspects of nonprofit organizations. Donations and retention rates may decline, and government funding may decrease. Increased demand for services can stretch an organization’s resources. To prepare for a potential economic downturn, nonprofits need to start planning now and improve their programs and initiatives, including strengthening donor relationships and communication. Clear and transparent communication is essential to maintain trust with all stakeholders. Emphasize the ongoing need for support, highlighting the impact of donations and volunteerism during a difficult economic period. Maintaining relationships and practicing good stewardship is crucial to retaining donors, to ensure the retention of existing donors as a strategy to maintain funding.

Want to level up your direct mail? Contact us.

Nonprofit Stewardship: Why It’s Important


Donor retention is an ongoing campaign, and stewardship is the most important tool to be successful. Major donors have a higher retention rate than small donors. According to, donors who give less than $100 have a retention rate of 19.1% and donors who give $1000-$5000 have a retention rate of 31.46%. Many non profits mistakenly think that this is confirmation that they should focus their resources on stewardship of major donors. When in fact they have the cause and effect reversed; the lack of stewardship of small donors is the very reason they have such a high churn rate. The high retention rate among major gifts donors is proof that stewardship works. If non profits were to steward all of their donors at the level they steward their major donors they should expect to see similarly high retention rates across segments often resulting in millions of extra dollars raised.

Article Sections:

  1. What is Stewardship?
  2. Goals of Stewardship
  3. Stewardship on Donor Retention
  4. Creating a Stewardship Program
  5. Examples of Stewardship Mail


What is Stewardship?

The objective of nonprofit stewardship is to nurture your relationship with donors and community members and the goal is to maintain good retention rates across giving segments. Stewardship is how nonprofits reach out and stay connected to patrons. Behind the scenes, stewardship involves collecting donor data, storing it within a CRM, and establishing a robust donor segmentation system. From the supporter’s perspective it involves many touch points reminding donors about the impact that they’re having, expressing gratitude in a meaningful way, as well as introducing them to the lives that they are touching while supporting the cause.

What is Stewardship

Goals of Stewardship

To practice good stewardship requires keeping donors informed about the allocation of their donations and giving them satisfaction that funding is being used effectively and efficiently. Following up with a thank you message after donations is an excellent way to show gratitude. Showing gratitude is one of the cornerstones of developing relationships with donors. Stewardship is never ending and should always be in the process of being improved.

Donor Retention

Stewardship on Donor Retention

Stewardship is key to retaining donors. Retaining donors is also more cost efficient than gaining new donors. Stewardship takes time, money, and effort but it is worth it. Nurturing relationships with your big as well as your small donors is important. uses a pyramid to represent the levels of donors, and you can use it as a visual tool to guide your stewardship decisions. At the base of the pyramid (you can think of this as the foundation) are occasional donors, volunteers, and others who help in your community. This level of participants is essential for your nonprofit to work day to day, so stewardship is very important. In the middle are recurring and annual donors, which is where a large portion of your funding comes from. Then at the top are major gift and planned gift donors, which we mention above could have a high return rate. Use this analogy of donors to base where and how much you invest your stewardship.


Another framework is the activist ladder which employs stewardship to elevate volunteers into occasional givers, occasional givers into recurring donors, and recurring donors into major gift givers.


Creating a Stewardship Program

Stewardship is a strategy, so you need to plan a program. Build a robust stewarding team with these key roles: Director of donor relations,  Stewardship officer, Relationship manager. With a strong team performing the shared duties of stewardship, a lot can be accomplished.

Organize your donor data into a CRM system to implement donor segmentation, so you can approach your interactions with members with authenticity. With an organized system of your donors information, you can enforce a system that thanks donors when they give a gift. Keeping the donor pyramid in mind, stewardship efforts can be based on need and the gift size.


Highlight donor recognition. Show gratitude. Make your people feel a part of your organization:

  • Curate a portal on your organization’s website that acts as a donor appreciation page that gives members the option to show that they have donated when they contribute to the cause.
  • Make sure to refer to donors by their preferred named via their preferred method of communication (eg. phone, mail, email, etc).
  • Aim to stay in contact with all donors, even inactive donors.
  • Plan to run campaigns that focus on your mission and how donors take part in the cause

Set goals that are achievable. There are a few points to aim for in your stewardship program: 

  • Retaining a certain number of new donors based on a specific campaign
  • Receiving bigger donations from a specific section of donors
  • Having a increased response rate on account of your program

Setting goals are a great incentive for your team to work towards and are also a way of making improvements to your strategy. You can learn a lot from the results and you can change your strategy as you go.

Stewardship relies on communication, so your stewarding team should organize a communication strategy. This strategy should cover when you will contact donors, plan the contents of each communication piece, communicate upcoming events, letting members know about volunteer opportunities, provide concise and well organized program information, and present relevant stories of people who are part of your organization. All donors are important and need different kinds of engagement, so plan to have a specific strategy for lapsed donors.

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Examples of Stewardship Mail

Stewardship is a category of communication. To reiterate, stewardship is about nurturing relationships and maintaining donors. It is like a conversation, you are just trying to stay connected and have wholesome interactions with donors. Stay away from asking for donations and remain on the side of gratitude. You can gain authenticity by sending handwritten letters. In a previous article: 10 pieces of mail to send each year, we have highlighted below examples of stewardship mail.


Stewardship Letter: You would send a stewardship letter to them after they have donated, to keep them informed about how their gift is being used. It often includes an impact report, newsletter or other information.

Thank you Card: You should include in your thank you card: A personalized thank you message, an appealing design, a handwritten note, a signature from a real person, and contact information.You should not include an ask of any kind. This is an opportunity to show gratitude and strengthen the relationship between your donor and your brand, not to ask for more money (though don’t be surprised if your thank you note generates a second gift).

Impact report: The purpose of impact reports (which can sometimes take the form of annual reports, quarterly reports, etc…), are to communicate the progress made helping the people or advancing the cause that your organization is supporting.

Lapsed Donor Letter: Remember that inactive donors don’t think of themselves as inactive, they see themselves as having previously donated to the cause. Simply the act of reminding them that their support is needed can be enough to reactivate a critical mass of your lapsed donors. Others may require reasons as to why they should give, and why now. Be sure to include urgency in your lapsed donor appeal, as well as specifics.

Donor Anniversary Card: A donor anniversary card celebrates a past gift, which has the simultaneous effect of promoting gratitude – like a thank you card – and reminding donors that their support is needed – like a lapsed donor letter. One of the reasons that these cards are so effective is that people tend to behave seasonally, and whatever triggered their generosity at this time last year is likely to do so again this year. The focus should be on celebrating your donor for their past gift, while thanking them for their implied future support.



Stewardship is about sustaining your relationship with all your donors. Each type of donor plays an important role in supporting your nonprofit organization. Continually investing in and improving your stewardship efforts will have an outsized impact on engagement as well as impact.

Traditionally, stewardship has required a large investment of resources and time, which has made it difficult for smaller organizations and leaner teams to extend good stewardship past a few large donors.

Postalgia strongly believes in giving the major gifts experience to ALL donors employing personalized handwritten mail, which has been shown to re-engage lapsed donors, increase retention rates, and increase gift amounts. Contact us today to discuss your next mail campaign.

Want to level up your direct mail? Contact us.