News

In this blog, written for the Chartered Institute of Fundraising’s Growing Giving Hub, Suzanne Lewis talks about the role direct mail (DM) can play in building relationships with new and existing supporters, and tips on how charities can navigate data regulations when launching DM campaigns.

We might not have a date for it yet, but new data protection legislation is coming that will change some of the GDPR and PECR rules we’re familiar with. We are already aware of a number of changes, but it’s worth reminding ourselves as to what these are likely to be; after all forewarned is forearmed. For fundraisers, the changes are generally a loosening of some of the current restrictions we work under.

A new management system is a huge investment. Suzanne Lewis explains how to make it work for you, and your donors.

CRM systems can be a big investment for charities, not just in terms of money, but in time and effort to implement. It’s essential then that this shiny new system delivers not only for you, but also for your donors, your beneficiaries and your future needs.

With digital now as crowded as the doormat used to be, charities are increasingly considering cold direct mail as a route to new audiences. But for any charity thinking about using this channel, one of the most important questions will be how to determine who to mail, ideally those people who are most likely to support your work and stick with you into the future. The key is in finding the best and most responsive mailing data for your cause.  

I was talking to a fundraising manager at a tiny charity recently and, while she had been in the sector for a number of years, she was surprised to hear that cold direct mail still existed. This was mainly because she never receives it. However, she was under 30, and had also moved a lot, so I explained that a) she wouldn’t be the usual target audience for charities and b) she would be pretty hard to find on a file due to her moves.

Many of us may feel that things have settled down regarding working within the rules of GDPR. We are all well drilled in knowing that we need to have made a conscious decision as to what lawful basis we are operating under for processing personal data.

However, we mustn’t forget the requirement to be honest, fair and transparent at all times. And this means providing clear guidance on what we do with people’s personal data, including what profiling activities are taking place, and why.

This month, UK Fundraising is focusing on direct mail, and Suzanne was delighted to be asked to share some advice on selecting the right data.

Following its Autumn consultation, the government’s plans for reforming data protection legislation in the UK have now been announced. Among them are a number of key changes for charities to be aware of.

Like most people, before breakfast I’ve probably already checked the news on my phone, had a quick peek at my inbox, and glanced at what everyone’s up to on social media. Throughout the course of the day, I work, chat, and shop online. If you think about it, there’s not much we don’t do digitally these days.

And this creates a lot of data.

We know the pandemic years have added dramatically to the pressures of most charities. So, it was fantastic to see some charities achieving amazing results with their direct mailing activities during this time. Not just to their existing donors but also in finding new ones.

Direct mail is currently achieving great results – with so many more people now based in the home, engagement has soared.

Mail has long been a vital communication channel for charities needing to fundraise and communicate impact with their supporters. A mail pack gives unrivalled space to tell a story through beautifully written copy and impactful images that can really engage. And we know that the best mailings have longevity in the home, being held on to, re-read and passed on to others; all helping to build awareness, recall, and response.

Delighted to have been asked to contribute to the European Fundraising Association’s November Special Focus feature on greener fundraising in a climate crisis.

Here’s an excerpt:

As world leaders debate how best to tackle global warming at COP26, the extent of the climate crisis and the need for urgent action has never been more apparent. In Fundraising Europe, we explore what steps nonprofits can take towards greener and more sustainable fundraising.

In a blog written for the Chartered Institute of Fundraising and published this week, Suzanne Lewis looks at the government’s consultation on data and at what implications this is likely to have on charities and fundraising.

Here’s an excerpt:

With the government’s current consultation Data: a new direction looking at overhauling the UK’s data privacy rules, it’s clear we’re going to see some changes. And these changes may have implications for charity fundraising.

When it comes to growing a charity’s fundraising programme, the temptation is to stick to your comfort zone and play it safe. It’s an understandable approach when the economic climate is uncertain. And, of course, when you’re spending money the public has donated and entrusted to you to use responsibly.

So you have an idea in mind for a cold mail fundraising pack. But have you defined your ideal target audience?

While careful targeting is critical for good response rates for any campaign, for cold mail your targeting is also critical for sourcing the right data files in the first place. Here then are some tips and considerations to bear in mind when refining the targeting of your campaign.

When you’re planning a direct mail fundraising campaign, there are a few things that you need to have clear in your mind to get the data selection right. This, after all, is a critical moment if you’re to run a campaign that only goes to specific audiences and gets the response you’re hoping for, whether it’s much needed funds for an urgent appeal, or new supporters to build a relationship with.