![]() The best response rates are being achieved by charities that are combining direct mail with email. ![]() However, completely abandoning postal appeals in favour of digital channels is unlikely to be the answer. ![]() Email also presents opportunities for improved interaction with donors. From the point of view of a small charity, it spares staff being drawn into hours of envelope stuffing when they could be doing something more useful. Moving communication online has environmental benefits, saving paper, printing and the transportation of charity appeals. But maybe it will force us to be more creative and innovative and to consider alternatives to postal appeals, which are, after all, a fundraising method with a relatively low return on investment. When the verdict is announced, there will undoubtedly be uproar from the charity sector. ![]() Large increases in the cost of a second-class stamp are expected soon, in the wake of a consultation by Ofcom, the postal regulator, on raising the price cap to between 45p and 55p, compared with the current figure of 36p. ![]()
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