Forum: Should charity DM use commercial practices?

Some charities have sent out Coins of the Realm with their mailings - if these pieces go to an elderly audience, for example, they may feel guilt-ridden and have to send money. Charity response rates are good but the manner in which they are achieved do not help the sector.

The fundraising industry does not have its own set of models and approaches, and it just isn't good enough to apply not-for-profit concepts instead.

SPENCER STRATFORD

Head of media, Mike Colling & Co

MAYBE: While the charity sector clearly has certain unique characteristics to consider, this does not mean that ideas from the rest of the business world are not transferable.

A key issue for charities is, however, that of support as well as donation. It is vital that a charity considers any longer-term effects of its fundraising activity on its positioning or brand, which is why the subject of chugging has caused such debate.

Short-term results are one thing, but the longer-term brand damage may negate such positives. Essentially, the trick is often about taking techniques of other business sectors and adapting them to suit a charity's specific needs.

AMBER CHAPPELL

Head of acquisitions, World Society for the Protection of Animals

YES: It's absolutely right for us to use commercial practices. As a charity, we have taken learnings from business, in particular the financial services sector, and applied them to our marketing activity. This has enabled us to increase our return on investment and make our donors' money go further.

We have also introduced an affiliate marketing programme to our marketing mix, and again this has been modelled on those that have been successful in the commercial sector.

The key issue is to adapt what works well in the business environment and apply it to the charity sector.