'Green appeal' influences direct mail responses

Potential donors are more likely to support charities that act in an environmentally friendly manner, according to new research

Direct mail
Direct mail

Direct mail that gives the appearance of being environmentally friendly is more likely to prompt charitable donations, according to research by postal management and advice company Onepost.

The survey of 1,259 nationally representative people from the UK found that 36 per cent of respondents were more likely to support charities that acted in an environmentally friendly manner. A further 30 per cent said they were more likely to support charities whose direct mail was environmentally friendly. But only 10 per cent of respondents said they were aware of any charities that were particularly environmentally friendly.

Chris Norman, strategy director at the communications consultancy The Good Agency, said charities had fallen behind private sector companies when it came to environmental considerations in their strategies. He said charities could take steps such as cutting down the volume of material in their direct mail packs and using 'recycled' logos.

"Charities assume that because they do good, they don't need to make their environmental credentials clear," said Norman. "But they need to point these things out - people don't assume anything."


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