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Want to drive an immediate response? Use direct mail!

By |2022-06-17T13:33:43+00:00June 17th, 2022|

  A new study by the DMA has been launched investigating the effectiveness of charity marketing. The research analyses 1,057 DMA award entries housed within the DMA’s Intelligent Marketing Databank and measures the number of reported ‘effects’, which are grouped into four categories: Response effects: including conversion, acquisition, sales, donations, bookings, footfall, downloads and CPA efficiency Brand effects: including brands awareness, ad recall, consideration, purchase intent, brand trust, brand perception, recommendation, customer satisfaction Business effects: including profit, market share growth, customer penetration, loyalty and shareholder value Campaign delivery effects: including reach, frequency and impressions Direct mail was found to be the most effective channel at driving response effects – particularly in the short term, which is important for charities looking [...]

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A guide for fundraisers to the thorny issue of direct marketing compliance

By |2018-11-06T10:40:41+00:00September 28th, 2016|

Fundraising is the lifeblood of any charitable organisation. Without it the organisation ceases to exist. However, it has never been harder for fundraisers to raise money. Donation levels are down but the number of registered charities is rising. Competition is fierce and marketing is one of the most effective ways of building brand and cause awareness which has a proven correlation with donation levels. The problem is that marketing itself is a minefield. Seemingly every week a new proposal or legislative framework is mooted making it extremely difficult to keep track of what is and isn’t allowed. FPS, The Digital Economy Bill, GDPR and a new ICO are just a few of the issues charity marketers are currently facing – [...]

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Proposals for a Fundraising Preference Service

By |2017-01-12T14:09:25+00:00April 8th, 2016|

Response to discussion paper by Martin Rides, Managing Director, The Software Bureau Please find below our response to the Fundraising Preference Service discussion paper and questions raised within. We believe it is crucial that software providers, such as ourselves, are engaged early on in the design and development process to ensure that the FPS is fit for purpose and works effectively for consumers and fundraisers alike. It is for this reason that organisations such as Royal Mail consult with us and our peers when implementing initiatives such as Mailmark. Worst case scenario for FPS is to introduce a solution that fails to stop unwanted solicitations or stymies legitimate fundraising opportunities for charities that desperately need the donations.   Scope It [...]

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Protecting Our Industry Reputation

By |2017-01-12T14:15:11+00:00February 26th, 2016|

The government’s Fundraising Review should have served as a stark warning to the direct marketing community that the fundamental targeting issues that have been swept under the carpet for years needed to be addressed. Now that the recommended Fundraising Preference Service is almost here, it's worse than many of us could ever have imagined. The proposed ‘all or nothing’ approach will effectively put the kibosh on relationship marketing, the very thing that direct marketing excels at. Not to mention the potential mandatory FPS promotion in all charity direct mail. Whatever the eventual outcome, it is clear that it is going to limit consumer choice and cause mass confusion amongst charity supporters who are happy to hear from their favourite causes, [...]

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Lean DM for Fundraisers

By |2017-01-12T14:36:12+00:00November 11th, 2015|

It is certainly not an exaggeration to say that over the last few months charity fundraising has gone through the wringer. Sparked by the tragic suicide of Britain’s oldest poppy seller, Olive Cooke, who was reportedly extremely distressed by the amount of charity direct mail she received, the national media and in particular, The Daily Mail, called for a review of the way the third sector promotes itself. And it has succeeded with both the ICO and government launching investigations into the issue. Already, recommendations and changes are coming into effect, such as the proposed closure of the self-regulatory Fundraising Standards Board. However, with Christmas just around the corner, traditionally the most lucrative time of year for charity fundraisers, what impact [...]

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A guide to charity direct mailing tax changes

By |2017-01-12T14:48:23+00:00July 31st, 2015|

As we approach the end of July, the third sector will doubtless be praying for an end to what is commonly termed national media ‘silly season’, when outlets (notably the Daily Mail) declares open season on direct marketing. This year’s pot shots, primarily aimed at charities (aggressive telemarketing and Olive’s Law), rival what the Direct Marketing Association (DMA) coined the ‘Summer of Discontent’ experienced back in 2006 when the Daily Mail crusaded against addressed and unaddressed advertising mail. However, the charity sector isn’t out of the woods yet, for another hunter is waiting in the wings with its gun loaded and has its sights trained on 1st August to make its first shots. This hunter is the tax man. Since [...]

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