News & Events

Charities 'believe in email marketing'

Date posted:

3rd July 2008

Charities are increasingly embracing email marketing as a way of fundraising, it has emerged.

A new survey has discovered that charities are depending more upon email marketing, as well as telephone marketing, to stay in touch with their donors.

The Relationship Marketing Stewardship Survey found that 57 per cent of respondents thought telephone marketing is important in order to generate funding through stewardship.

In addition, more than 60 per cent thought it is vital to be able to thank donors quickly and politely, which is more attainable via email or telephone than through direct mail, Precision Marketing reports.

Some 16 per cent considered this to be a self-contained definition of fundraising stewardship.

Relationship marketing director of development Gordon Michie said: "Once again I think what these topline figures indicate are the different types of communication vehicle [charities] think they'll need to deliver their own idea of stewardship."

Earlier this month, Midlands-based marketing agency TDA said that charities should adopt a positive tone if they wish to encourage people to donate money in their wills.

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