Direct Mail

Direct Mail is a popular and traditional fundraising technique that can generate significant income for fundraising organisations. It can be used to inform potential supporters about a cause, ask for financial support or to help build a relationship with supporters.

As well as promoting best practice in the area of direct mail, the Institute worked to highlight poor practice, differentiating it from good direct mail. Direct mail is sent in large volumes so it is important that campaigns are targetted and effective. This will help maximise returns and minimise annoyance with unwanted mailings.

Code of Fundraising Practice and Guidance

The Direct Marketing section of the Code of Fundraising Practice seeks to ensure that direct mail is decent, honest and transparent, providing potential supporters with the tools to make an informed decision about whether to support a cause.

One area of direct mail that can often be contentious are chain letters. The Institute of Fundraising strongly advises charities against using chain letters and believes that the promotion of chain letters should be discouraged in order to protect the legal responsibilities of trustees, fundraising staff and volunteer fundraisers.

Read the Use of Chain Letters as a Fundraising Technique guidance.

Data Protection is an area to bear in mind when using direct mail as a fundraising technique, and charities should ensure that they comply with all the relevent regulations.

Read the Data Protection section of the Code's Legal Appendices.

Find out more about the Code of Fundraising Practice.

Further Information

Anyone sending direct mail also needs to follow the CAP (Committee of Advertising Practice) Code. Failure to comply with the CAP Code can lead to complaints being upheld by the Advertising Standards Authority (ASA).

CAP runs a free, confidential Copy Advice Service which can check the intended content of your direct mail campaign and data use.