Good 360
MEDIA, JOBS & RESOURCES FOR THE COMMON GOOD
NEWS  | 

Direct Mail – Still A Winner


Tuesday, 4th February 2003 at 12:02 pm
Staff Reporter
A recent study has found that direct mail is successfully holding off the challenge posed by the Internet as Australia’s preferred marketing media.

Tuesday, 4th February 2003
at 12:02 pm
Staff Reporter


0 Comments


FREE SOCIAL
SECTOR NEWS

 Print
Direct Mail – Still A Winner
Tuesday, 4th February 2003 at 12:02 pm

A recent study has found that direct mail is successfully holding off the challenge posed by the Internet as Australia’s preferred marketing media.

Australia Post sponsored an independent study (conducted by ResponseAbility) on attitudes to different marketing media, with the results showing that direct mail is one of the hardest working and best-received mediums available to marketers today.

Take ‘marketers’ to translate to ‘fundraisers’.

While not directly aimed at fundraisers the report’s findings offer some interesting insights for charities using Direct Mail campaigns and many other mediums such as TV, radio and the Internet.

According to the ResponseAbility CEO, Dr John Chambers, this is one of the most comprehensive examinations of marketing media ever conducted in Australia.

Dr. Chambers says the survey is based on interviews with 213 business receivers of marketing media, 187 business senders and 100 personal assistants/receptionists, as well as 1,100 consumers.

He says Direct Mail faired particularly well in the research, especially where a relationship exists between the advertiser (fundraiser) and the consumer (potential donor).

Key findings included:

 Direct mail, which is solicited and personalised, is the media consumers most enjoy (74%);
 75% of direct mail received by consumers is opened and read;
 61% of consumers say that they purchase as a result of receiving solicited personalised mail;
 Direct mail catalogues are rated well with ‘Business Senders’, ‘Receivers’ and ‘Gatekeepers’, with approximately 75% of each of the three groups favouring direct mail catalogues ahead of catalogues received via the Internet.

Gary Lee, Group Manager, Letters Group at Australia Post says the report should be a wake-up call for any marketing manager who doesn’t have direct mail in their media mix.

Lee says consumers realise that direct mail is now more targeted and relevant than ever before – and it can really assist them with their purchasing decisions.

If you would like an electronic copy of the complete report (3mg) or the smaller Executive Summary just send us an email to probono@probonoaustralia.com.au.



FEATURED SUPPLIERS


Helping the helpers fund their mission…...

FrontStream Pty Ltd (FrontStream AsiaPacific)

HLB Mann Judd is a specialist Accounting and Advisory firm t...

HLB Mann Judd

Yes we’re lawyers, but we do a lot more....

Moores

Brennan IT helps not-for-profit (NFP) organisations drive gr...

Brennan IT

More Suppliers

Tags : Direct Mail,

Get more stories like this

FREE SOCIAL
SECTOR NEWS

YOU MAY ALSO LIKE

Charity Marketing Out of Sync – Report

Staff Reporter

Thursday, 27th March 2014 at 10:45 am

Don’t Dump Direct Marketing – Study

Staff Reporter

Thursday, 9th June 2011 at 3:25 pm

Direct Mail Driving Online Donations

Staff Reporter

Thursday, 4th November 2010 at 9:30 am

Fundraising by the Generations – New Study

Staff Reporter

Monday, 22nd March 2010 at 12:20 pm

POPULAR

Red Cross Moves to Wage-Based Fundraising Model

Lina Caneva

Thursday, 16th November 2017 at 8:30 am

Concerns Raised Over New ACNC Board Appointments

Luke Michael

Monday, 20th November 2017 at 2:28 pm

New Same-Sex Marriage Bill Looks to Protect Faith-Based Charities

Luke Michael

Monday, 13th November 2017 at 5:25 pm

Adelaide at the Vanguard of Ending Street Homelessness Globally

Wendy Williams

Tuesday, 21st November 2017 at 8:43 am

Write a Reply or Comment

Your email address will not be published. Required fields are marked *


Good 360
pba inverse logo
Subscribe Twitter Facebook

Get the social sector's most essential news coverage. Delivered free to your inbox every Tuesday and Thursday morning.

You have Successfully Subscribed!