Charities are among the most efficient organisations at handling response to their direct marketing campaigns, second only to the financial services sector, a new survey has found.
Integrated marketing specialists the Ion Group interviewed senior marketers in 1,000 major companies in retail, telecoms, banks, insurance, utilities, travel, hotels and charities to get their views on the performance of different sectors. Charities scored 3.4 per cent above the average.
Ion Group managing director, Graham Ede, said the charity sector had become more nimble in the use of direct marketing in recent years in response to the downward trend in the number of households making gifts over the past decade.
"As the core of committed givers shrinks, charities have been at pains to identify those who are responsive to charitable causes by forming data-sharing relationships with other charities," said Ede.