Marketing & Communications

Direct mail and email both play strategic roles in major gift fundraising. Rather than choosing one over the other, professionals should align each channel with donor segment, lifecycle stage, and campaign objective. This article outlines when to use mail for depth and credibility, when to use email for speed and data, and how to integrate both effectively.

When it comes to email fundraising, first impressions matter. While subject lines grab attention, preview text often determines whether donors click “open” or scroll past. This overlooked snippet works as your subject line’s partner—adding urgency, curiosity, or warmth. In this guide, Joe Garecht explains what preview text is, why it’s critical for solicitation emails, and how to craft lines that boost open rates and donor engagement.

Joe Garecht has joined the Center for Major Gifts as a Senior Advisor, bringing over 25 years of experience in nonprofit fundraising. Joe specializes in building fundraising systems to help organizations dramatically increase revenue. He will contribute articles, webinars, white papers, and courses, and lead the Major Gifts Boot Camp, complementing the Planned Giving Boot Camp by Jonathan Gudema. This addition enhances the organization’s planned giving services for over 5,000 charities.

“Lumpy mail” is a clever direct mail fundraising tactic that grabs attention with a three-dimensional object inside the envelope—like a seed packet or mini flashlight. It sparks curiosity, makes your nonprofit memorable, and opens the door for meaningful donor outreach. When paired with a compelling story and timely follow-up, lumpy mail transforms cold prospects into warm leads and can significantly boost your donor acquisition results.

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