Direct mail is still a “very valuable” marketing channel despite the criticisms that have been lodged against it, the Fundraising Standards Board (FRSB) has said.
The organisation pointed out that despite receiving some 19,608 complaints relating to the charity sector, the direct mail industry is still an effective platform for marketing campaigns, reports Print Week.
Complaints about addressed direct mail relating to the charity sector last year represented about three quarters of all charity marketing criticisms directed to the FRSB.
“It’s one of the highest volumes of activity [but] it’s still a very valuable method of fundraising,” a spokesperson for the FRSB said.
“A lot of complaints around direct mail are about data complaint issues [and] list management.”
As a proportion of all complaints, 15.34 per cent came from events, while telemarketing accounted for a negligible 0.07 per cent.
Figures from the Direct Marketing Association show that the majority of direct marketing sales come from telemarketing (32.7 per cent) and direct mail (23.9 per cent).