Ciconi news

Charities prefer direct mail

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.

Posted 14 October 2014