Fifteen per cent 'wouldn't read poorly addressed charity mail'

Survey also says one in four consumers think badly addressed direct mail is a waste of money

Charity direct mail
Charity direct mail

Fifteen per cent of consumers would not read poorly addressed charity direct mail and 10 per cent think it has a lasting and negative effect on their perception of the charity, a survey has shown.

In an online poll of more than 1,200 demographically representative UK adults, carried out by the direct mail specialists Onepost, W8data and Fast.map, more than one in four of those polled thought that poorly addressed charity direct mail was a waste of money.

The survey found that consumers preferred receiving letters from charities rather than emails, phone calls and contacts through social media. Almost half said they would start donating to a new charity if they received relevant and well-targeted communication from it.

Adam Bryan, director of partnerships at the Institute of Fundraising, which supported the research, said it showed that in spite of the growth of technology, direct mail remained an important way to connect with donors.

"The research highlights the preferences of the modern direct mail donor and provides an opportunity for us to build even stronger, long-term relationships," he said. "We should look to continually update our approach to managing both our data and our engagement with donors."

Ross Caddy, research and insight manager at the Direct Marketing Association, said: "With more than 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."

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