When Tests Fail: How to Turn Direct Mail Fiascos into Digital Delights

Direct mail remains a cornerstone of nonprofit fundraising, but what happens when your tests fail? This session explores how lessons from a year of direct mail testing with City of Hope in FY25 revealed unexpected opportunities to translate direct mail “fiascos” into digital ”delights”. Attendees will learn how to rethink traditional fundraising strategies and harness digital channels to maximize engagement and donations.

Through this real-world case study, participants will discover how City of Hope’s direct mail donors responded differently online than offline. While donors often rejected fancy envelopes, elaborate art, or interactive “sign-and-return” packages in direct mail, these same creative concepts thrived digitally. Online, supporters enthusiastically engaged with activities like sending cards, leaving notes of hope, or sharing personal reflections, generating meaningful engagement and encouraging gifts after participation.

This session highlights critical strategies that nonprofit leaders can implement immediately, including:

Using digital stewardship touches to deepen engagement while still driving donations.

Rethinking creative concepts to ensure the most imaginative ideas live in the channels where they perform best.

Aligning direct mail and digital efforts to create a cohesive, multi-channel donor experience.

Led by Megan Garner and Ashlee Wilhite from AGP, alongside Jen Lomax from City of Hope, this interactive session blends agency expertise with real nonprofit insights. Participants will leave with actionable lessons, practical tips, and inspiration for transforming direct mail disappointments into digital triumphs, ultimately growing engagement, donations, and supporter satisfaction across channels.