If you work in or are adjacent to the world of Direct Mail, you know that postcards are more than something you pick up at a European newsstand to send home to Grandma.
For fundraisers, a simple postcard can mean big impact. Postcards are cost-effective to print and relatively quick to produce. As nonprofit budgets get tighter, they can be extremely efficient tools.
At the same time, postcards aren’t the answer to every mailing just because you want to make it less expensive. Increasingly, we’re being asked about using postcards, so we want to be clear about where we see them work — and where we don’t.
What Works
That Additional Renewal Notice
Across many sectors, our clients have tested postcards in renewal series. What we’ve found is that they can perform well in specific scenarios.
Postcards work best in renewal series that already include four or more mail notices and have a donor file size large enough to justify that level of touch. They tend to perform particularly well for visitor-based membership programs when a special offer is included at the beginning or as a lapsed membership notice at the end of the series.
Why does this work? Postcards create an opportunity for a stunning visual — a mountain lion at the zoo staring directly at you, paired with a bold “15% Off” word bubble. If your messaging is short and simple, the call to action is clear and the task at hand for the donor is easy.
Cultivation
Donors receive plenty of mail, and a thank-you message doesn’t need to get lost in the shuffle. A postcard isn’t hidden inside an envelope — everything it’s saying is immediately visible.
Thank you. We appreciate you. You made this happen.
When your organization wants to express gratitude, a postcard can be a strong option that delivers visibility without straining the budget.
Other Ways to Give
It’s no secret that educating donors about non-cash giving vehicles is increasingly important. With the Great Transfer of Wealth underway and tax law changes in effect for 2026, donors are highly incentivized to give through donor-advised funds (DAFs), appreciated securities, and qualified charitable distributions (QCDs).
A postcard is an effective way to put this information in front of prospective donors without distraction. When the objective is awareness and education — not a complex conversion — postcards can be a smart strategic choice.
What Doesn’t Work
New Donor Acquisition
Direct mail acquisition remains a viable and productive channel. Part of the reason it works is that it allows a prospective donor to receive an introduction to your organization — often aligned with their interests — along with a compelling case for support.
Acquisition packages typically include a letter that tells the organization’s story, plus a reply device and return envelope that makes giving simple and frictionless.
While the lower cost of a postcard can be appealing, it cannot replace a full acquisition package. Postcards simply don’t provide enough space to build context, convey urgency, and establish credibility for someone who is entirely new to your organization.
To Sum It All Up
Postcards can work really well when they’re used in the right situations — especially for renewals, thank-you’s, and simple educational messages. But they can’t replace a full fundraising package when you’re trying to introduce your organization to someone new. The goal isn’t just to spend less — it’s to use the format that best fits what you’re trying to accomplish.
If you’re thinking about how postcards might fit into your next campaign, we’re always glad to compare notes. When used thoughtfully, they can play a meaningful role in a broader strategy.
