Public considers charities' direct mail campaigns as most environmentally friendly
Howard Lake | 9 March 2010 | News
A survey commissioned by independent postal advice company ONEPOST reports that charities came out top when asked how environmentally friendly various industry sectors are considered to be. One third of adults stated that charities are environmentally friendly, but fewer than one in ten feels the same about other market sectors.
The first Sustainability Tracking Study has been published by the Direct Marketing Association (DMA).
ONEPOST Marketing Manager, Luan Wise, said: “Marketing activity has to work especially hard for charities so we are delighted to see them at the top of the table”.
Research for the study was carried out by online research company fast.MAP. It found that direct mail is perceived to be the least potentially harmful to the environment. Wise added: “Whilst this is good news, there is a clear difference in the response between unpersonalised leaflets and personally addressed direct mail (30% Vs 17%) in this study which builds on previous research carried out earlier last year.”
A free copy of the Sustainability Tracker Study is available at
www.dma.org.uk
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.