What makes people complain about contact from charities? In its annual report ‘Confident About Fundraising’, the Fundraising Standards Board (FRSB) analysed 18,442 fundraising complaints in order to provide insight to the charity sector for areas they need to improve.
The report highlights three main areas for complaints:
- Direct mail (addressed and unaddressed) accounted for 53% of all complaints.
- ‘Poor’ data and data protection lead to one sixth of all complaints.
- Street fundraising incurs the highest proportion of complaints against volume at 0.17%.
From these figures it’s clear the way charities manage their databases is responsible for a huge number of complaints. Like other businesses, those working in the charity sector have an obligation to make sure their data is accurate and contact preferences are honoured.
From a marketers persepctive, the key is to make sure a workable database marketing strategy is in place, with adequate controls to stop customer’s information from becoming outdated.
On the positive side, overall complaints, whilst higher than 2009, represented a very small proportion of all charity fundraising activity.
The full report is available from the source link.
Source: FRSB — Annual Charity Fundraising Complaints Top 18,000