Nonprofit fundraisers are still following rules that don’t apply anymore. While many organizations continue chasing small donors through traditional transactional approaches, smart fundraisers are discovering that engagement fundraising is the key to unlocking major gift potential—and direct mail automation is playing a crucial role in this transformation.
In a recent episode of Print to Pixel, we spoke with Greg Warner, CEO and founder of MarketSmart and author of “Engagement Fundraising,” who shared groundbreaking insights about how nonprofits can 20X their major gift revenue by abandoning outdated fundraising assumptions.
What Is Engagement Fundraising?
Engagement fundraising is more than a strategy—it’s a mindset shift. Warner explains it this way: “It’s about being a giver before you’re an asker.” That means using data, technology, and empathy to build real relationships—before making any solicitation.
Unlike traditional models that rely on mass appeals, broad segmentation, and transactional mindsets, engagement fundraising centers the donor’s motivations, values, and life story. It’s about enabling donors to find meaning in their giving, to become co-creators of impact, and to feel seen and understood—not treated like an ATM.
This approach directly challenges old-school orthodoxy: the idea that nonprofits should “just ask more” or twist arms to meet quarterly goals. As Warner put it, “That doesn’t work. Not in the real world. Major donors want a partner, not a pitch.”
Friction Is the Enemy of Philanthropy – Think 20x
One of the podcast’s core themes is the role of friction in the fundraising journey—especially for major and legacy donors. Whether it’s outdated tools, vague value propositions, or the anxiety of being ambushed for money, these barriers can push even well-intentioned donors away.
“Donors are looking for symbolic immortality,” Warner explained. “They want to make meaning out of their life and be part of something lasting. If your organization inserts fear or friction, they’ll go elsewhere—or to a Donor Advised Fund, which is the biggest competitor most nonprofits don’t even realize they have.”
That’s where engagement fundraising flips the script. Rather than asking for money, Warner advocates giving something of value first—like a donor survey that sparks self-reflection, a free planned giving guide, or even personalized content based on life stages.
When nonprofits lead with generosity, personalization, and patience, the ROI follows. Warner shared that one of MarketSmart’s clients, a small college in Pennsylvania, increased major donor revenue by 20x and received its largest bequest ever using these methods.
Why Direct Mail Is Essential for Engagement Fundraising Success
Here’s where many engagement fundraising strategies stumble: they rely too heavily on digital channels. But Warner’s experience reveals that direct mail is often the crucial first touchpoint for major gift cultivation.
“A lot of organizations just don’t have emails or didn’t get permission to email people,” Warner explained. “So you really need direct mail to offer people the opportunity to take surveys or engage with value-oriented offers.”
But this isn’t your grandfather’s direct mail campaign. Warner’s approach combines direct mail with digital engagement tracking to create what he calls “digital body language”—behavioral data that reveals true donor intent beyond survey responses.
The Omnichannel Multiplier Effect
The real magic happens when direct mail works alongside digital channels. “When you combine multiple channels, one plus one equals seven,” Warner shared. “Email plus direct mail equals 700% the results. It doesn’t double response—it multiplies it exponentially.”
This is where modern direct mail automation becomes game-changing. With platforms like Postalytics, nonprofits can:
- Send personalized QR code mailings that track individual engagement
- Trigger automated direct mail based on digital behavior
- Integrate mail delivery data directly into CRM systems
- Launch targeted campaigns to micro-segments (like the 314 donors interested in theater restoration Warner mentioned)
Using Direct Mail Like a Scalpel—Not a Sledgehammer
Perhaps the most disruptive insight for traditional fundraisers? You don’t need a 10,000-piece mail drop to see results. With Postalytics, nonprofits can send a single, highly-targeted piece of mail to a hand-picked prospect—at scale, in under 48 hours.
That precision, Warner says, is where engagement fundraising and modern direct mail intersect. When a donor indicates interest in supporting a specific program—like restoring an orchestra pit—the nonprofit can follow up with a campaign tailored exactly to that interest. “That’s when response rates go through the roof,” he noted.
Free Tools to Get Started
Warner generously shares several free resources to help nonprofits begin implementing engagement fundraising right away:
- Fundraising Report Card – A simple data visualization tool with 27,000+ nonprofit datasets for benchmarking donor value and retention.
- DAF Widget – A donation experience enhancer that makes it easy for supporters to give through Donor Advised Funds directly from a nonprofit’s website.
- Engagement Fundraising (Book) – Available as a free PDF or audiobook, this resource breaks down Warner’s complete methodology in practical terms.
Final Thoughts: Time to Rethink the Ask
As Warner puts it, “Fundraisers don’t need more names on a list. They need more people ready to talk about substantial, meaningful giving.”
Engagement fundraising isn’t about ditching your CRM or replacing your development team. It’s about giving them better tools, more insights, and a donor-first mindset that respects motivations, removes friction, and drives long-term ROI.
Direct mail—when automated, integrated, and measurable—has a critical role to play in this future. And platforms like Postalytics and MarketSmart are helping bring that future forward.
Listen to the full interview with Greg Warner on the Print to Pixel podcast, where marketing leaders share insights on how omnichannel marketing is revolutionizing direct mail and digital integration.
You can also watch or listen to the episode on:
YouTube: https://youtu.be/NzV59rpZRDY?feature=shared
Spotify: https://open.spotify.com/episode/6ql1790MkgNLrfpG5udyyJ?si=KYIhA6WiQc-lnoUfsFoE2A
Apple Podcasts: https://podcasts.apple.com/us/podcast/fundraising-with-omni-channel-marketing-with-greg/id1707200196
Ready to unlock corporate matching gifts for your nonprofit? Learn how Postalytics can help you create targeted direct mail campaigns that drive matching gift participation. Contact us to see how we’re making direct mail as measurable and automated as email marketing.
About the Author
Dennis Kelly
Dennis Kelly is CEO and co-founder of Postalytics, the leading direct mail automation platform for marketers to build, deploy and manage direct mail marketing campaigns. Postalytics is Dennis’ 6th startup. He has been involved in starting and growing early-stage technology ventures for over 30 years and has held senior management roles at a diverse set of large technology firms including Computer Associates, Palm Inc. and Achieve Healthcare Information Systems.