Recommendation 4: Be smart with data

There is an appendix to this report on using data correctly in individual giving. However, it is worth reinforcing the message that it is crucial to handle data in a compliant and sensitive manner. You also need to make sure you have transparent data policies in place and conduct internal audits on your data handling and use.

Example 1: ActionAid privacy statement

ActionAid have a jargon free data protection web policy and make it easy for supporters to contact them to update their preferences.

Recommendation 5: Have a great offer and compelling reason to give

As outlined in the ‘Direct mail that works’ report having a great concept (also called fundraising offer or compelling reason to give) is essential for direct mail that people respond to. 

Classic concepts include WWF’s ‘Adopt an animal for a monthly gift’:

The Friends of the Earth ‘Bee Cause’ campaign offered donors the chance to receive a ‘Bee Saver Kit’ in return for a gift of £15:

This CLIC Sargent pack was built on the insight unique to them – they use string to connect a child with their mother when they are undergoing treatments where they cannot be accompanied. The pack included a piece of string to bring this concept to life.