The 2026 Bridge Conference brought nonprofit, fundraising, marketing, and direct mail professionals together to discuss an industry navigating significant change.
For Tension Envelope & Print, conversations reinforced the continued value of direct mail while highlighting what customers increasingly expect from their partners: smarter targeting, integrated campaigns, measurable results, and broader capabilities.
Here are five key takeaways from Tension subject matter experts at the show.
Amanda Horne: Creative Print is a Bigger Opportunity
“There’s a big opportunity in the market to take advantage of creative printing. We’re more than envelopes, and so are the businesses we serve.”
— Amanda Horne
Interest in the Peel and Reveal postcard reinforced the demand for something new. Customers are looking for creative ways to make their communications stand out, giving Tension an opportunity to bring more of our print capabilities into the conversation.
The takeaway: the envelope may start the conversation, but our capabilities go well beyond it.
Jeff Beath: Every Donor Interaction Needs to Work Harder
“The donor landscape for nonprofits is not just shrinking, it’s shifting. Fewer donors, fewer donor dollars, and many nonprofits competing for the same donations.”
— Jeff Beath
With tighter budgets and increased competition, nonprofits are looking for more effective ways to reach the right donors.
Jeff saw growing interest in:
- Multi-touch campaigns combining direct mail, email, and text
- More targeted donor outreach
- AI and technology that can improve targeting
The takeaway: the opportunity is not simply producing another mailpiece; It is helping nonprofits make their outreach more effective.
Neil Lubin: Stability Is a Competitive Advantage
“Customers are looking for strong production capabilities, something new to bring to the table, and the confidence that their partner will be there for the long term.”
— Neil Lubin
Conversations at Bridge reinforced that customers are evaluating more than a supplier’s ability to produce a mailpiece. They want fresh ideas, dependable capacity, and partners with the experience and stability to support their programs over time.
The takeaway: production is just as important as the long-term value we bring to the relationship.
DC Lubin: Print and Digital Are Working Together
“Physical communications continue to play a crucial role in driving customer engagement, particularly when integrated with digital channels.”
— DC Lubin
Rather than print competing with digital, DC saw growing interest in connecting the two. Augmented Reality was one example at Bridge, allowing printed pieces to connect recipients with interactive digital experiences.
The takeaway: the future is not print or digital. It is increasingly about using both, strategically.
Gary Bohn: Customers Want Partners, Not Suppliers
“Customers are looking for strategic partners, not just suppliers.”
— Gary Bohn
Gary described a cautiously optimistic market with greater scrutiny on measurable results and ROI.
Customers increasingly value partners that can:
- Improve campaign performance
- Simplify execution
- Bring forward new ideas and capabilities
The takeaway: the emphasis is shifting from volume to effectiveness, making personalization, targeting, quality, and execution more important than ever.
Looking Ahead
Bridge 2027 reinforced that print and direct mail remain highly relevant when used strategically.
For Tension, the opportunity is clear: combine our envelope expertise, print capabilities, long-term stability, and consultative approach to help customers create communications that work harder.
Ready to explore what is possible beyond the envelope? Get in touch with Tension Envelope & Print.
