Oxfam’s deputy director of fundraising Nick Pride has bigged up the role direct mail can play in charity marketing and has urged organisations to relearn the “venerable craft” after claiming that many in the sector have reined in their spend following the 2015 “annus horribilis” sparked by the Olive Cooke scandal.
Speaking at an event hosted by Royal Mail and WPN Chameleon, Pride insisted that he was a “long-term fan and advocate of direct mail”, describing it as the “exemplar for how to get the right message to the right people at the right time”.
Pride said that the GDPR had forced charities to rethink how they stayed in touch with existing supporters, but that direct mail offers the opportunity to build trust with existing supporters and start relationships with new ones, and at scale.
However, he insisted that if organisation were going to relearn the “venerable craft” of direct mail, they needed to ensure there was a “direct line of sight between our supporters and the people we help, the golden thread that keeps our message true to our vision and values”.
Pride maintained that at its best, direct mail offers an opportunity to build trust in a charity, start relationships with new supporters and rekindle them with supporters who had lapsed.
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