Poll: Should charities stop sending direct mail?

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​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?

16th July 2015 by Robert Armour 2 Comments

Should charities stop sending direct mail?

Poll results (total votes: 93)

Should charities stop sending direct mail?
Answer:
Yes
Votes:
56
Ratio:
60.22%
Answer:
No
Votes:
37
Ratio:
39.78%

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? 

Comments

17th July 2015 by Helena Richards

I'm not sure this is the right question - in my view there's not just a simple yes or no answer. There may be some situations where a direct mail is ok - but it depends on the circumstances and who it is being sent to.

17th July 2015 by Abbe Farrell

I agree with Helena. This is a bit of an unfair question. Do the public 'hate' DM? Because we get an amazing response from the public during our appeal times! There is no simple answer, and I am a little disappointed that tfn have put such a negative slant on this, the charity sector needs support.... not more negativity....