Charities that use leaflet printing encouraged to clean up data

Organisations that use the services of leaflet printers have been told it is cost effective to clean their data.

Charities that use leaflet printing have been urged to clean their data after each campaign to reap long-term cost benefits.

Glen Cook - head of supporter services and database marketing - made the comments during a speech at a Fundraising Standards Board (FRSB) seminar on data management in direct mail, Civil Society reports.

"Cleaning your data could cost you 50 per cent less than the cost of campaign wastage and returns from bad data," he remarked.

Mr Cook added accurate data is vital to successful operations and it is necessary to invest in data hygiene in order to maximise return on investment.

Chair of the FRSB Colin Lloyd was also speaking at the event and noted having high data standards will reward organisations by giving them insightful targeting and meaningful relationships with their supporters.

Other advice for leaflet printing firms came from Mike Welsh, chief executive of Publicis Dialog, recently, who stated in a piece for Marketing Week direct mail should be rebranded.