Charities are increasingly devoting more of their marketing budgets to existing donors, according to a new report from mail and messaging specialists Pitney Bowes.
The research showed that the voluntary sector spends 47 per cent of its marketing budget communicating to existing donors - up from 39 per cent in 2003.
It illustrates the increasing focus on developing existing donors over the expensive business of attracting new ones.
Rachel Hudson, a planner at direct marketing agency DMS, said it seems that the percentage of new donors giving again is falling, and charities are responding.
"It is vital to nurture donors, because the cost of recruitment is high," she added.
David Jefferies, marketing director at Pitney Bowes, said: "The biggest players in the sector are recognised for producing direct mail campaigns of real impact."
He added: "Effort must be maintained to ensure that this initial impact is not lost."
