Codes and rules

Direct mail is one of the most contentious forms of marketing, whether aimed at existing or potential audiences. Many of the practices employed by the larger charities - such as sending free gifts like pens and calendars through the post – have been criticised. If you’re a smaller charity you might consider this a nice problem to have!

Nevertheless, here’s a quick overview of the latest guidelines from The Institute of Fundraising.

• No incentives that cause guilt, shock or inconvenience.
• No shocking images on outer envelopes.
• Identify mailing preference subscribers.
• Review past results to target relevant audiences.
• Allow existing donors to choose mailing frequency.
• State clearly the purpose of questionnaires.
• Organisations involved in reciprocal mailing should exchange written agreements before mailing takes place.

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