Experts in the field of direct mail - ONEPOST, W8Data and fast.MAP – have carried out new research to find out what consumers really think about charity direct mail.
In comparison to other advertising media, consumers expressed a strong preference to receive a letter through the post, especially where there is an existing relationship with a charity.
However the research highlights that if the mail piece is poorly addressed:
- 1 in 4 consumers then view charity direct mail as a waste of money.
- I in 10 said it also had a lasting and negative effect on their perceptions and donations.
- 15% said it actually stopped them from reading the communication.
In comparison, almost 50% of consumers say they would start donating to a new charity if they received relevant and well targeted communication from them.
Adam Bryan, Director of Partnerships at the Institute of Fundraising comments “we are pleased to support this research that asks important questions around the effectiveness of charity direct mail campaigns. The findings are of interest to all working in fundraising and show that in spite of the growth of technology, direct mail remains a hugely important way to connect with donors. In addition, the research highlights the preferences of the modern direct mail donor and provides an opportunity for us to build even stronger, long term relationships. We should look to continually update our approach to managing both our data and our engagement with donors and the Institute will continue to press for investment in the training, skills and tools that support fundraisers in doing so. ‘’
Ross Caddy, Research & Insight Manager at the Direct Marketing Association (DMA) adds: ‘As the marketing world rediscovers direct mail it is reassuring to see that consumers express a strong preference to receive a letter from a charity. However with over a quarter of respondents stating they were unlikely to respond to poorly targeted mail it is imperative that charities have rigorous data hygiene practices in place and ensure marketing materials are targeted and relevant’.
