Poor direct mail practice 'can be counterproductive'

15/05/08

When it comes to employing direct marketing tactics, many charities are not exercising sufficient tact when targeting potential donors.

That is according to Alex Walsh, head of postal affairs for the Direct Mailing Association, who told Third Sector that in some cases charities are sending direct mail to people who "blatantly don't want it

The first annual review from the Fundraising Standards Board (FRSB) revealed that, of all the complaints it received in the twelve months to February 2008, 31 per cent were regarding direct mail.

Speaking to Third Sector, David Burrows, head of fundraising at marketing firm TDA, pointed to the inevitability of this reaction being elicited from consumers.

He commented: 'The objective of any charity that uses direct marketing is to provoke a response. What inspires one person will irritate another, and there is sometimes a very fine line between a powerful campaign and an offensive one.'

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