Unique research shows people want respect
23 Nov 2007
The public has some strong views about the direct mail that they receive from charities says research published today. The unique research was carried out by the Fundraising Standards Board (FRSB) and involved over 2000 people from Scotland and the rest of the UK. It explored people’s experiences and views of the letters they receive from charities asking for donations. Key findings are:
People want to have a relationship with charities that is based on respect and trust:
- 70% said they wanted some say in how often charities contact them
- 86% said they would stop giving if a charity kept contacting them after being asked not to
- 75% think it is unacceptable for charities to swap names and addresses of their supporters with other charities
- 72% think it is never or rarely acceptable for charities to exaggerate when trying to encourage giving
The research uncovered some real positives for charities:
- Three-quarters of people who give to good causes are happy to be contacted by direct mail by charities that have their name and address
- Over half (53%) think direct mail is a good way for charities to raise money.
- Half of respondents believe that in the right circumstances, it can be acceptable to use distressing or shocking images in direct mail to encourage people to give
Waste is a major concern:
- 90% think money spent on gifts in direct mail might be better spent on the cause
- 80% think that charities that send lots of direct mail are not being environmentally friendly
People doubt the motivation behind the use of gifts in direct mail:
- 70% of respondents think charities put gifts in to make people feel guilty about getting something for nothing
- Only 16% of the general public think putting gifts in direct mail as an incentive to give a donation is acceptable
Kate Higgins, Scotland Manager of the Fundraising Standards Board, said:
“This is the first time that so many Scots have been surveyed for their views and experiences of direct mail, which is used by charities here and throughout the UK to raise vital funds for their work. Direct mail involves a two way process with the general public and it is important that their experiences and opinions should be heard. The FRSB hopes that charities will consider the report’s findings carefully and really listen to what people are saying to ensure that direct mail thrives in the future.”
John Brady, Head of Fundraising at Sense Scotland, one of the Scottish charities taking part in the research, commented:
“We already work hard to ensure that people’s wishes are respected – we only contact our supporters at certain times of the year, send them the number of mailings they have asked for and do not use gifts in our direct mail. Listening to our supporters is a key principle in Sense Scotland’s fundraising so we will consider these findings carefully. It is important for the future well being of charities in Scotland that we know what the generous Scots think about fundraising methods and practices.”
The FRSB’s research report titled Signed, Sealed and Delivered is launched today (Friday 23 November 2007). You can download the Executive Summary in pdf format. The full report is available for a cost of £10. To request a copy please email kateh@frsb.org.uk.
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Notes to Editors:
Interviews/More information:
Kate Higgins is available for interview on Friday 23 November from 6.00am to 6.00pm. Please contact her to arrange, or for more information, on 0845 688 9894 or 07920 588 482 . kateh@frsb.org.uk
John Brady of Sense Scotland will also be available for interview on Friday 23 November – please contact Kate Higgins in the first instance to arrange.
About the research:
The findings quoted are UK wide findings for the research.
The research was carried out in two parts. The first involved an online survey of over 1000 adults aged 16 and over. This survey was undertaken by nfpSynergy which is an established research agency operating in the not for profit sector. The second part involved charities sending a paper survey to 600 of their supporters. The returned surveys were analysed by Scotinform Ltd, a reputable market research agency based in Edinburgh.
Eight charities took part in the research, three of them Scottish: Sense Scotland, SSPCA and VSA (Voluntary Service Aberdeen).
In total, 2232 people took part in the research, over 400 of whom are Scottish.
Whilst the participating charities have commented on the content of the report, the conclusions reached are those of the FRSB and do not necessarily represent the opinions or experiences of any of the charities involved.
About the Fundraising Standards Board (FRSB):
The Fundraising Standards Board (FRSB) administers the scheme for the self-regulation of fundraising in the UK. It strives to encourage the highest standards of practice by all fundraising organisations, regardless of size and status. The scheme logo, displayed by all members, is a mark of reassurance to the public that they are committed to being honest, legal and open in their fundraising activities. As well as broadcasting members’ high standards of fundraising, the scheme underpins this with a complaints process.
Because Scotland has its own charitable sector and legislative framework
for charities and voluntary organisations, there is an FRSB Manager for Scotland
and an office. Scottish organisations join as Scottish members: there are currently 103 Scottish members with a further 100 intending to join. Visit www.frsb.org.uk/scotlandnorthernireland for more information.
The FRSB’s role also enables the carrying out or commissioning research into relevant fundraising methods, practices, trends and other matters of interest to the public and to organisations raising funds for good causes.
Some useful facts and figures:
- £9billion is raised by charities in the UK every year (from CAF/NCVO UK Giving 2006)
- direct mail plays a major part in this with the top 14 spending charities spending approximately £70m a year on sending direct mail (from Nielson Media Research June 07)
- there are over 3 million donors in Scotland giving on average over £16 – this makes us one of the most generous parts of the UK. (from CAF/NCVO UK Giving 2006)