The questionable direct marketing activities of a handful of charities could put the whole sector at risk, an expert has warned.
Stephen Pidgeon, chair of the Institute of Fundraising’s standards committee, said around ten charities regularly produce rogue direct mail and this could result in more stringent government regulation of the industry.
Speaking to Third Sector, Mr Pidgeon stated that unless the direct mail sector begins to regulate itself more effectively, companies that sell mailing lists could soon be forced to obtain consent before passing their details on to third parties.
“There are ten, maybe 12 charities that consistently break the code of practice and potentially [jeopardise] the whole sector,” he said.
“One day the government will say no more junk mail – opting in only – and the amount of money that would be removed from the sector is frightening.”
Writing in BestSyndication.com, Maneet Puri, director of LeXolution IT Services, recently advised marketers to ensure that their mailing lists are of “utmost quality” in order to achieve marketing success.