Postal Strike Fallout: Fall Fundraising Can’t Wait

Canada Post and the Canadian Union of Postal Workers (CUPW) are still at the bargaining table. While no strike has been called yet, the risk remains — and the timing couldn’t be worse. Fall campaigns, Giving Tuesday, and holiday appeals are just around the corner.

We’ve seen the impact before. The four-week strike during the 2024 holiday season is estimated to have cost charities $266 million in lost donations. Direct mail is still a powerhouse in fundraising.

Why this matters now

We’re entering the busiest fundraising season of the year. Donors are at their most generous, and many organizations rely on these months for a large share of annual revenue. Even the possibility of another strike this fall could disrupt mail delivery right when it matters most. And in fundraising, timing is everything.

What you can do now

Mail

• Get appeals out quickly. Add extra lead time. Don’t wait until October/November.
• Include giving alternatives. Every mailing should feature a prominent URL, QR code, and a clear phone number.

Digital

• Run online ads. Use search, social, and display with retargeting tied to your mail file.
• Update website messaging. Add a banner or notice: “If mail is delayed, give online to ensure your impact today.”
• Optimize donation pages. Reduce friction, ensure mobile readiness, and emphasize that online is the fastest way to give.
• Leverage email & SMS. Reinforce appeals with consistent, timely reminders and varied subject lines/senders.

Phone

• Pick up the phone. Connect with donors through an agency, volunteers, or staff. All touchpoints matter — the more meaningful connections you make, the better.

Resilience

• Mystery-shop your donor journey. Test the experience yourself online and by phone. Identify friction points and fix them fast.
• Encourage sustainer giving. Monthly donors are loyal, stable, and 7+ times more valuable over their lifetime than one-time givers. Automatic giving weathers strikes, downturns, even pandemics.
• Plan a second wave. Prep digital reminders, call lists, and follow-ups to counter mail delays.
• Communicate urgency. Be transparent that online or phone gifts are the most reliable way to make an immediate impact.

Long Term Resilience

• Integrate across channels. As I highlighted in my 2025 Trends piece, resilience isn’t just about having a backup plan — it’s about creating a consistent, donor-friendly journey across mail, digital, phone, and SMS. When every channel reinforces the others, your message cuts through and donor intent is captured no matter what disruptions arise.
• Make use of the entire year. Keep active all year with appeals and outreach to your donors. I suspect that fall is the most generous time of year because that’s when fundraisers are asking so frequently!

Bottom line — Fall is your make-or-break season

Mail may stall, but generosity won’t. Move now, and make sure every appeal points clearly to fast, reliable ways to give — online, by phone, and through monthly giving. Preparedness today can protect your mission tomorrow.

Paula Attfield
CEO, ST

👉 If you need help adapting your campaigns quickly — with integrated mail, digital, and phone strategies — reach out. My team and I are here to help you fundraise forward through disruption. paulaa@stephenthomas.ca