Charities 'should use flyers' to attract donations

Research has shown charities should target those aged over 70 - who tend to give generously to charity - using direct mail.

Non-profit organisations should concentrate on using direct mail marketing materials such as flyers and brochures in order to raise funds, a new study has suggested.

Research in the US commissioned by Russ Reid and conducted by Grey Matter Research & Consulting found that while those aged 18 to 24 are more receptive to social media marketing, there are an equal number of donors in the over 70 age bracket, who tend to give three times as much as their younger counterparts.

Commenting on the findings senior vice-president or strategy development at Russ Reid Lisa McIntyre said: "Fundraising expenditures must be weighted according to a strategy that maximises those who are giving now."

She added the donors who will be important to charities and non-profit organisations in the coming ten years - those aged between 25 and 54 - "seem equally facile with both mail and online [marketing]".

Howie Fenton of NAPL recently wrote on the Marketing Powers Activate that flyers are still beneficial to enterprises, despite the growth of the internet.