Using direct mail for charity fundraising is more effective than trying to raise cash via Facebook, one of the social media company’s executives has reportedly claimed.

Elmer Sotto, head of growth for Facebook Canada, reportedly said at the International Fundraising Congress in the Netherlands that Facebook is “not simply a tool for fundraising”.

He argued that the site is instead a means to build an effective relationship, Civil Society reports.

The news provider claims that Mr Sotto went on to state that direct mail and email marketing are both more effective ways to encourage people to give money to a charity.

However, using Facebook allows charitable organisations to build up a rapport with individuals, he said, adding that the key to successful marketing on the platform is to be as social as possible.

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