A few years ago, a client asked me, half-jokingly, “Do people even open mail anymore?”

I smiled and said, “Only the ones who still give.”

We live in a world of short-form video, AI-generated ads, and endless email sequences. Yet, when it comes to year-end giving—the moment of the year when emotion, mission, and generosity collide—nothing connects quite like a physical letter.

At The A Group, our most successful campaigns—whether for large national nonprofits or local ministries—still start with a well-crafted, emotionally resonant appeal letter. It’s the anchor piece around which we build digital touches like social media, text messages, emails, and video storytelling.

Here’s why a letter still matters:

1. Tangibility builds trust.
   There’s something powerful about holding a message in your hands. It feels intentional, personal, and worth your attention. That’s something no ad impression can replicate.

2. Letters slow people down.
   In a world of instant scrolling, a printed letter creates pause. It allows your story, your need, and your invitation to sink in at a human pace.

3. The best letters sound like one person writing to another.
   The tone isn’t institutional—it’s relational. The best-performing appeals sound like, “I wanted to share this with you,” not “Dear donor, we need your support.”

4. Direct mail drives digital action.
   We consistently see spikes in online gifts following a mailed appeal. People get the letter, then give online. The channel may be digital, but the motivation is tangible.

5. It cuts through the noise.
   When inboxes and feeds are crowded, your letter has less competition. And when it’s personal, story-driven, and visually inviting—it gets opened.

The bottom line

Your letter is not old-fashioned. It’s the emotional anchor for a multi-channel strategy that still moves hearts—and opens wallets.

If your year-end appeal doesn’t include a compelling letter, you’re leaving real money on the table.

We’ve helped organizations raise a lot more funds their year-end giving simply by getting this one piece right.

Want to see what that could look like for you? Let’s talk. Contact us HERE