CD loss set to hit charity direct marketing

Charities will find it more difficult to target new donors using direct mail because the public will be more wary about providing personal information after the loss of CDs containing 25 million child benefit records, experts have warned.

According to data consultancy Talking Numbers, there is likely to be a rise in registrations with the Mail Preference Service and the Telephone Preference Service, which list people who do not want to receive cold calls or mailings.

"Lots of organisations buy cold lists to acquire new donors, but cold marketing will be affected by increased registrations on the MPS and TPS files," said Nigel Magson, the consultancy's managing director and founder of the insight special interest group on fundraising analysis at the Institute of Fundraising.

Scott Logie, vice-chair of the data council at the Direct Marketing Association, said: "The event has raised expectations on how people collect, update and manage the personal details that are held."


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