The public hates direct mail, but charities continue to use it as a major tool in their fundraising strategy. Are they right or is it time to stop?
Should charities stop sending direct mail?
- Yes
- 60
- No
- 37
Direct mail is consistently the biggest source of fundraising complaints – significantly more public complaints are made about it than chuggers or charity cold calling.
For many people, increasingly large amounts of direct mail go straight in the bin and are seen as nothing more than a junk mail nuisance.
Notoriously difficult to get right, direct mail also typically generates a less than 5% response rate. For some charities, though, this can be a lucrative fundraising stream.
So, what do you think? Is the income worth the reputational risk?
