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Pidgeon: The future of direct marketing in fundraising

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The future of direct mail in fundraising Stephen Pidgeon Target Direct
Marketing media circa 1980/1990s CHARITY TARGET MARKET Broadcast TV Radio Outdoor Cinema Press DM
Marketing media 2006 onwards CHARITY TARGET MARKET Broadcast TV Radio Outdoor Cinema Press DM Pod casts Interactive Digital TV IPtv on demand Websites Web advertising Guerrilla marketing Word of mouth Email Viral Ambient Blogging SMS Bluetooth Telephone
The growing pressure on ‘junk mail’ ,[object Object],[object Object],[object Object]
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A thought for fundraisers…. ,[object Object]
Interesting thinking… ,[object Object],[object Object],[object Object],[object Object],[object Object],Adrian Sargeant and Elaine Jay for Target Direct - Spring 2004 and August 2005
Practices designed to please… ,[object Object],[object Object],[object Object],[object Object],[object Object]
Practices designed to please… ,[object Object],[object Object],[object Object],[object Object],[object Object],Influence
Practices designed to please… ,[object Object],[object Object],[object Object],More influence
Practices designed to please… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
… and the impact could reach legacies!
The full print product lifecycle 1.65 2.1 Totals (averaged) 1.0 1.0 Disposal (30% recycling level) 0 0 Use of the print product 0.13 – 0.22 0.13 – 0.22 Print manufacture 0.03 – 0.05 0.05 – 0.1 Distribution – mill to merchant 0.35 – 0.5 0.7 – 1.0 Raw material – paper manufacture Tonnes CO 2 /tonne 100% recycled Tonnes CO 2 /tonne virgin fibre Lifestage
What is the future of direct mail in fundraising? ,[object Object],[object Object],[object Object]

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Pidgeon: The future of direct marketing in fundraising

  • 1. The future of direct mail in fundraising Stephen Pidgeon Target Direct
  • 2. Marketing media circa 1980/1990s CHARITY TARGET MARKET Broadcast TV Radio Outdoor Cinema Press DM
  • 3. Marketing media 2006 onwards CHARITY TARGET MARKET Broadcast TV Radio Outdoor Cinema Press DM Pod casts Interactive Digital TV IPtv on demand Websites Web advertising Guerrilla marketing Word of mouth Email Viral Ambient Blogging SMS Bluetooth Telephone
  • 4.
  • 5.
  • 6.
  • 7.
  • 8.
  • 9.
  • 10.
  • 11.
  • 12. … and the impact could reach legacies!
  • 13. The full print product lifecycle 1.65 2.1 Totals (averaged) 1.0 1.0 Disposal (30% recycling level) 0 0 Use of the print product 0.13 – 0.22 0.13 – 0.22 Print manufacture 0.03 – 0.05 0.05 – 0.1 Distribution – mill to merchant 0.35 – 0.5 0.7 – 1.0 Raw material – paper manufacture Tonnes CO 2 /tonne 100% recycled Tonnes CO 2 /tonne virgin fibre Lifestage
  • 14.