Cancer Research UK direct mail campaign given thumbs up
Feb 08 2011
Categories: Database Marketing
In September last year Cancer Research UK replaced its annual newsletter with a personalised direct mail pack thanking donors for their support and in the eyes of one expert they did very effectively.
Dan Douglass, executive creative director at Meteorite, told Third Sector that what makes the direct mail materials so good is the fact that they have tailored the content personally to the recipient, which is vital.
A common problem with annual newsletters is that they can fall into the "kitchen sink" trap, whereby a raft of information is included in the hope that something will be of interest.
The direct mail packs from Cancer Research UK have avoided this pitfall, Mr Douglass said.
"Unlike other newsletters, they've taken the time to engage with me. They don't just say they care or show me; they involve me. It's beautifully simple thinking," he told the news provider.
Writing for Marketing Week, MaryLou Costa suggested that direct mail can be an effective way of boosting income for charities.