The paper examines the contribution of the Pishu Tebe project to the digitization of historical postcards. Pishu Tebe contains 45000 marked-up postcards and is thus one of the largest projects involved in postcard digitization. The principal innovation proposed and successfully implemented by Pishu Tebe is a multidimensional approach to digital preservation of postcards as cultural entities. In contrast to other initiatives, Pishu Tebe builds a digital archive opening the way for analyzing all kinds of postcard-related data: visual, textual, chronological, geographical and personal (sender/recipient’s names). The paper starts with a discussion of the place of Pishu Tebe in contemporary postcards studies, its conceptual methodology and IT background. It describes then the key phases of the digitization process and identifies major challenges faced by a voluntary digitization project. In the end, the paper presents quantitative and qualitative results of Pishu Tebe and outlines further plans.