A charity has highlighted the importance of creating personalised direct mailings to maximise impact on donors.

The Dog’s Trust, a canine support charity, has engaged a marketing agency to create highly targeted mailings, leading to 98 possible variations to reflect the individual circumstances of the enquirier more closely, such as whether they are the sponsor or the recipient of a charitable donation gift.

“To build trust, a highly personalised approach is necessary to effectively connect with the sponsors,” said Adrian Burder, the Dog’s Trust’s marketing director.

“It is also vital to act with speed.”

According to Brand Republic, marketing specialists Broadsystem are to create the system for the canine charity. But regardless of the agency, the move shows the importance that firms are placing on personalised mail.

The Dog’s Trust ‘s switch to highly directed mail follows research that shows that many consumers are happy to receive mailings, as long as they are appropriately addressed.

Otherwise, marketers risk wasting resources and alienating supporters through out of date details, inappropriate contact and other campaigns which show a lack of data intelligence.ADNFCR-8000151-ID-18028793-ADNFCR

Related Topics: General Marketing