Charities enjoy "high response rates" from direct mail campaigns
Howard Lake | 28 March 2006 | News
A survey by the Direct Mail Information Service has found that charities experience an average response rate of 13% when using direct mail as a fundraising tool. This, according to the Royal Mail, is one of the highest response rates across all business sectors that use mail in consumer campaigns.
According to DMIS charities invested £691.23 million in direct mail activity in the last quarter of 2005, an increase of 2.4% on the same period in 2004. Charities sent 1,228 million items in the last quarter of 2004, and 1,237 million in the last quarter of 2005.
Leonora Corden, Head of Market Development at Royal Mail, said: “with the cost of digital printing coming down, charities are able to enjoy the benefits of greater personalisation on their mailings, leading to increased response rates and greater return on their fundraising investments.”
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About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.