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Address management 'could be used by charities'
Aug 10 2010, 10:59 AM
The use of address management tools could come in handy for charities conducting direct mail marketing campaigns.
According to recent research from Lisa Sargent Communications, direct mail marketing remains the primary customer acquisition and retention tool for many charitable organisations, according to Overnight Prints columnist Mark Haslan.
"Many of the non-profits polled noted that while online is the fastest-growing outreach platform, direct mail still accounts for the majority of funds raised," said the writer.
He added that story-based newsletters are often highly successful for charities, with some organisations recording a 25 per cent increase in gifts after sending out such material.
Earlier this month, Marketing Week commentator Russell Parsons stated that the recent British Population Survey's Marketing Channel Trends found that more consumers respond to direct mail campaigns than through other channels such as television or the internet.
He said that "giant strides" have been made in the targeting and analytics of direct marketing campaigns to help to achieve this.
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