A donor notices a planned giving message in the mail, scans a QR code to learn more, later opens an email on the same topic, and visits the organization’s website when ready to take the next step. The donor may experience each interaction separately, but the organization should plan them as parts of one campaign.
Direct mail and digital communication serve different purposes. Print can capture attention and give a message staying power, while digital channels make it easy to provide additional information, measure engagement, and continue the conversation. Used together, they can guide donors from initial awareness to meaningful action.
Complementary Strengths
Direct mail and digital communication work well together because each brings unique strengths to a planned giving campaign, but the key is knowing how to use each one effectively.
• Direct mail is tangible, memorable, and personal. A printed piece can linger in the home for up to 17 days, giving donors time to revisit or share the message.
• Digital communication is timely, cost-efficient, and measurable. It can reinforce print messages, provide immediate access to additional information, and reveal how donors engage with campaign resources.
How the Two Work Best Together
Effective campaigns treat print and digital communication as parts of one coordinated effort. The goal is not to repeat the same message in multiple formats, but to give each communication a distinct role in helping donors learn more.
1. Build around one campaign idea. Begin with a central theme or planning topic that can carry across channels. Use consistent language and visuals to help donors recognize that each communication is part of the same conversation.
2. Give each communication a distinct purpose. Consider what each channel does best and how one communication can build on another. For example, a campaign might begin with a letter introducing beneficiary designations and a reply card donors can use to request information. A postcard could provide a concise reminder, followed by an email linking to an online checklist or donor story. The sequence reinforces one central idea while giving each communication a distinct role.
3. Create clear pathways between channels. Make it easy for donors to move from one channel to another. For example, a mailer might include a QR code and short URL leading to a relevant section of a website, while an email might link directly to a landing page offering downloadable educational resources. Websites can also invite donors to request a printed guide or speak with a member of the planned giving team. Whatever the channel, provide a clear next step that allows donors to continue exploring without asking for an immediate commitment.
Making QR Codes Work
A QR code can create a simple bridge from print to digital:
• Pair the code with an invitation that clearly states what donors will find when they scan it.
• Link directly to a relevant, mobile-friendly page.
• Include a short URL and test both options before printing.
QR codes are increasingly accessible to planned giving audiences. According to the AARP, smartphone ownership among adults age 50 and older increased from 55% in 2016 to 90% in 2025.
4. Measure the campaign as a whole. Track website visits, QR code scans, email engagement, resource downloads, inquiries, and reported gift intentions, and completed gifts. This is all useful information, but remember that planned giving decisions may develop over months or even years. Immediate engagement won’t capture the full value of communications that are building awareness, strengthening trust, and planting seeds for future gifts.
Print and digital communications are both effective. The question is what role each should play in moving donors from awareness to understanding and, eventually, action. When every communication supports a common idea, adds useful information, and offers a logical next step, the channels become one coordinated planned giving campaign.
