Britain is a nation of givers, reveals a TNT Post survey into consumer attitudes to charity mailings.

Almost half (47%) of Brits regularly contribute to a specific charitable cause and a quarter make a charitable donation on an adhoc basis each month. 

A third of people who make a donation are prompted to do so by mail received from a charity through the post, demonstrating that consumers actively react to physical mail appeals. Consumers also react to audiovisual prompts, such as by watching the news (44%) and television advertising (23%). 

The survey found that direct mail is one of the most consistent channels for donation response rates. Almost a fifth (17%) of people who have received an unaddressed direct mailer have responded to that charity either to make a donation or to ask for more information.

Furthermore, 57 per cent of those who acted on mail appeals responded via the post to make their donation, offering charities a real return on direct marketing spend.

The survey also revealed that, to find out more information about a charity, the majority of people would go online (87%), while one in ten would use the mailer, demonstrating the move towards digital marketing engagement to complement traditional methods of communication. 

The findings also revealed that British people are most likely to give to a charitable cause that has personally affected them, a member of their family or a friend. In terms of causes, the survey reveals that people are most likely to donate to charities for cancer care, the welfare of children, the elderly or animals.

Nick Wells, chief executive, TNT Post, said: "Charities’ direct marketing strategy is evolving as email and online direct marketing techniques become increasingly popular. This survey shows that direct mail or doordrops, both on their own or part of a multi-media strategy, continue to deliver real results."

Mark Davies, managing director, TNT Post Doordrop media, said: "Physical mail is still one of the most effective methods for direct engagement, both for charities and across sectors. The survey results show that in terms of measureable return on investment, both direct mail and doordrops remain the most reliable and consistent direct marketing channels for charities.” 

Samantha Wilson, marketing manager, Fundraising Standards Board (FRSB), added: "Direct mail has long been a mainstay of fundraising and these latest figures confirm that, when done well, it continues to be a successful tool for fundraising. Despite the advent of digital communication, mail remains a key component of integrated fundraising campaigns.  

"FRSB’s research highlights that the most successful mail campaigns pay careful attention to the right levels of frequency, tone and data quality."

Regional breakdown: 

Within Britain, Scots are shown to be the most generous with their money: almost two-thirds (61%, compared to 47% nationally) have a charity that they donate to regularly and one in ten make a weekly adhoc charitable donation – the most likely to do so in Britain.

Yet, Londoners are the most responsive to charities’ direct marketing in the country: along with Northerners, they are the most likely to be prompted to make a charitable donation by receiving mail from a charity in the post and this is evident in response rates – more than a fifth (21%) have made a charitable donation as a result of an adhoc charity direct mail. 

Londoners and Scots are the most progressive digitally, as they are most likely to be prompted to make a charitable donation as a result of an email from the charity, with almost a fifth (17%) from each region responding as such. Those in the South and the Midlands and Wales are similarly digitally-minded: a quarter (26% and 25% respectively) who have responded to direct mail from a charity have then contacted that charity via email for more information or to make a donation.