Magazine article Marketing

Charities Steam Ahead with Direct Marketing

Magazine article Marketing

Charities Steam Ahead with Direct Marketing

Article excerpt

Charities steam ahead with direct marketing

Charity fundraisers are ahead of the financial services sectors in the use of direct marketing, according to David Stickland-Eales, managing director of Chapter One Direct, who spoke to the first National Fund-raising Convention in Birmingham last week.

But he emphasised the necessity of making long-term commitments to database investment.

"It is important that everyone in your charity realises and accepts that the creation of a direct mail donor base must be viewed as an investment for the future," he said. "Do not be kidded into believing that at the drop of an appeal letter you're the golden road to profit - you are most definitely not. Your fundraising committees and trustees must also realize that for quite some time, the cost/income ratio will probably be a long way off the desired single figures percentages."

Strickland-Eales' no-nonsense approach to the business of fundraising was in keeping with the mood of his audience.

"The underlying message is that there is still a long way to go, but in terms of imagination, and the desire to push things forward, direct marketing in the charity sector is ahead of financial services direct marketing," says Strickland-Eales. …

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