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Is direct mail dead?
And is it the right question anyway?
 

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Ken Burnett’s blog on is direct mail dead and is this the right question anyway?

‘The downside of having so many different media channels at our disposal is so many marketing and fundraising strategies assume the media alone is the strategy... At the moment its a bit less direct mail and a bit more social media. It’ll change again soon.’

 

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• The future of fundraising.
• Is direct mail dead?
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From Greg Richardson, senior account director at Flourish Direct

Hi Ken,

Thought provoking article thanks. Really timely too as I’ve been asked the same question a couple of times in recent months.

My thoughts - I’ve worked agency side 10 years and with fundraising clients for half of that spell. Give any fundraiser a list of contacts and £1000 to raise some money I’m sure direct mail would still be the first or high up the list of ways to get in touch.  

Social media is the latest area that distracts discussion and energy away from actual ‘fundraising’ in most meetings I’ve attended recently.  The downside of having so many different media channels at our disposal is so many marketing and fundraising strategies assume the media alone is the strategy. A bit of this, and bit of that. At the moment its a bit less direct mail and a bit more social media. It’ll change again soon.

Some very recent campaign results for a large overseas development charity has seen the offline channels work far more effectively than the digital campaign what came out top...direct mail.

Do the basics first - get the strategy right, be clear on messaging and be clear on objectives. And as you say do whatever you choose to do well! So often forgotten.  Whether its a knock on a door, a telephone call, a pack in the post or a tweet to your followers who cares but lets get over this obsession that one media channel has to be flavour of the moment.

All the best for 2010.

Kind regards

Greg
––
Greg Richardson
Senior Account Director

8th Floor,
Clifton Heights,
Triangle West,
Bristol,
BS8 1EJ.

t: 0117 910 0293
m: 07713 166 542
w: http://www.flourishworld.co.uk

 

Some comments from Twitter. Tweets don’t say a lot (how much incisive comment can you get into 140 characters?) but seem positive enough.

Ken’s reply: .

Thanks Greg. I so agree about the distractions that drain energy in many fundraising meetings. Less meetings might be a start. And back to basics is clearly called for in many places, but the trouble is, it isn’t sexy.


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