Vying for our attention, is some charity direct mail going too far? Annemarie Flanagan reports
Tuesday October 3, 2006
SocietyGuardian.co.uk
Like uninvited guests, they come into your house. Dropping through the letterbox or falling out of the newspapers, direct mail appeals are the bread and butter of many charities.
Last year about 500,000 unsolicited mailings were sent to homes in the UK, accounting for 73% of the charities' total marketing budget.
Many of these appeals are hugely successful - last year public donations rose to £13bn. Nevertheless, charities cannot afford to be complacent, and some are prepared to take tactical risks to win new support."
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