UK charities still prefer direct mail, research shows
UK charities are spending the majority of their advertising budgets on direct mail, according to new research by nfpSynergy.
Charities collectively spent £394.4 million on advertising in 2013, with 61% of that amount used in direct mail campaigns. Since 2006, charities have spent an average of 69% of their ad budgets on direct mail.
The findings illustrate the importance placed on direct marketing by the charity sector. Author Joe Saxton of nfpSynergy commented that direct mail is a "frugal" choice for charities, who may prefer it to the "extravagant use of money for few benefits" offered by internet marketing.