# New consumer directory aims to cut donor recruitment costs

- Link: https://fundraising.co.uk/2007/09/18/new-consumer-directory-aims-cut-donor-recruitment-costs/
- Published: 2007-09-18T23:00:00+01:00
- Author: Howard Lake

**Media marketing company Targeted Directories is to publish a 8-16 page directory
called ‘Donation Choice’ featuring selected charities which will be sent to profiled
consumers in November. The company believes that the directory offers a lower cost
method of recruiting new donors compared to traditional direct mail campaigns.**

Andrew Jackson, Chairman of Targeted Directories and former Marketing Director at
Norwich Union Direct, is confident that this medium will significantly reduce donor
acquisition costs in cold mailings.

He said: “We believe that a publication which showcases a number of charities will
increase response and give donors a much better choice.” The company claims “we 
have seen up to five times more response from this method and up to ten times more
than door drops!”

## Advertisement

The company produces directories in other markets such as holidays, Internet services,
and insurance.

Jackson added: “We have seen significant improvements in some very tough markets:
some clients have seen their cold mailing recruitment costs halve.”

It is now planning to test the product in the charity sector. ‘Donation Choice’ 
will be a A5 8-16 page directory showcasing a number of charities. It will be mailed
to consumers with with the greatest propensity for Christmas giving, and the company
will be testing at least two data sources for the campaign.

The test mailing will be sent in November 2007 to 200,000 targeted consumers. Charity
advertisers can sign up to volumes of either 100,000 or 200,000, at £120 and £100
per thousand.

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