New consumer directory aims to cut donor recruitment costs
Howard Lake | 18 September 2007 | News
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!”
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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.
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.