Mail in the charity sector

Direct mail dominates the media mix for charity advertising, accounting for 70% of spend last year.

But how should charities use direct mail for maximum fundraising effect?  This 2011 MMC report uses Nielsen, TGI, Mintel and Ebiquity data  to examine consumer responses to marketing from the charity sector.

It details the top 10 UK charity categories and examines the sector's strengths and weaknesses. The research also reveals missed fundraising opportunities, in particular the 16-24 age group, which it identifies as an under-mailed but highly responsive audience.

Key findings include:

• two-thirds of the UK population donate to charity.

• 89% of consumers say they will open a charity mailing.

• high direct mail responders donated an average of £57.68 in the past 12 months and are more likely than the national average to have donated money to charity by all methods.

• most heavy direct mail responders made donations by post, but a significant number donated via the internet, phone and text message, demonstrating direct mail’s ability to prompt consumers to take action.

• donors want to know how their money is spent and what effect it has had.

• to maximise response and appeal to those most responsive to mail marketing, charity mailings’ response mechanic should allow for donations by multiple methods.