Information is lacking - survey

Charities could get a better response from donors if they asked for and included more useful information on their inserts, mailshots and adverts, according to a new survey by a charity consultant.

The Tick Box Report is based on research by marketing consultant Andrew Papworth that reviewed nearly 80 items from 34 fundraising organisations. He found that many did not offer a variety of ways to contact or donate to the charity.

Of the materials analysed, only 45 per cent prominently advertised a website, 12 per cent asked for mobile numbers and 55 per cent thanked donors. Only 25 per cent offered a reply address with a named contact.

Compared with previous surveys in 1990 and 2005, the results show a move away from asking for one-off gifts in favour of asking for donations by means of direct debit. The report concludes that charities need to offer donors more choice.

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