Direct mail still works for third sector

The Fundraising Standards Board’s claim that complaints about charity email campaigns rose 282% last year ( EmailFundraising) ties in with a report from across the Atlantic, published recently by Dunham and Company, which highlights that people who make donations via charity websites are three times more likely to have come via direct mail (17%) rather than email (5%).

While it is understandable that cost-cutting has led to many charities opting for email over direct mail campaigns, they would do well to remember that consumers really are multichannel, even if brands are not.

Charles Ping Strategy director, Communisis


Keep calm

Keep calm and shop on

Michael Barnett

The double-dip recession, with no respite in sight, has sparked major and seemingly irreversable changes in consumer behaviour – and the wealthier parts of society are no longer immune. Michael Barnett investigates the six new faces of the recessionary customer.