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Direct marketing spending 'should be maintained by charities'
Aug 24 2010, 11:02 AM
Charities should continue to spend money on direct marketing tools such as address validation tools and postcode software.
According to Russell Parsons, News Editor of Marketing Week, charities which are reliant to some extent on government grants are tightening their belts due to fears about public sector spending cuts.
But the commentator said such non-profit organisations should still look to maintain their direct marketing spending as this will help them raise the cash to meet the potential fall in funding.
Mr Parsons added while spending money in this area may seem a difficult decision for charities to make at the moment, it would pay off in the long run.
"Innovative, targeted activity needn't be expensive and could well prove to be saving grace for charities under pressure," he stated.
Earlier this month, Overnight Prints columnist Mark Haslan offered further encouragement for non-profit organisations to invest in address validation tools when he noted that many charities raise the majority of their funds through direct mail campaigns.
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