Sending charity appeals to a broad, untargeted audience is no longer cost-effective. With postage and print costs rising, charities need confidence that their message is landing with households that are genuinely receptive. Modern charity mailings work best when they are built around likelihood to give, rather than blanket coverage.
By using targeted data and donor modelling, campaigns can focus on households that already show the right characteristics. These are typically people who have a history of charitable giving, fit established donor profiles, and are comfortable engaging with postal communications. When targeting is done properly, fewer letters are required to generate stronger response rates, making campaigns both more efficient and easier to justify internally.
Using Donor Profiling and Giving-History Modelling
Donor profiling allows charities to move beyond guesswork and base their campaigns on real behavioural insight. Instead of mailing generic address lists, we help charities reach audiences selected using proven modelling techniques.
These models draw on historic patterns such as previous charitable giving, household demographics, socio-economic indicators, and engagement with cause-led communications. When combined, these factors create audiences that closely resemble existing donors, even when targeting new prospects for acquisition campaigns. The result is a mailing list built around donation intent, not just reach.
Reducing Wastage and Improving ROI for Charities
One of the biggest frustrations for charities is wasted spend on mailings that don’t convert. Poor targeting leads to unnecessary print and postage costs, lower response rates, and donor fatigue among the wrong audiences.
By refining who receives a mailing in the first place, charities can significantly improve return on investment. Campaigns become more cost-effective, average donation values often increase, and marketing activity is easier to report on and defend to trustees and stakeholders. In many cases, better targeting allows charities to mail smaller volumes while still raising more money overall.
High-Quality Direct Mail That Converts
Targeting alone isn’t enough. Once the right audience has been selected, the quality of the mailing itself plays a huge role in whether someone donates.
We support charities with professionally produced direct mail campaigns that reflect the importance of their cause. This includes high-quality print, carefully presented letters and inserts, and thoughtful personalisation that helps supporters feel recognised rather than processed. A well-executed mailing builds trust, reinforces credibility, and makes it easier for donors to take the next step.
The use of Royal Mails green stamp, in it’s printed version, provides a mailing that is impactful and looks personalised
Why Direct Mail Still Works for Charitable Giving
Despite the growth of digital channels, direct mail remains one of the most effective ways to generate charitable donations. Physical mail feels more personal, stays in the home longer, and allows supporters to engage with an appeal in their own time.
For many donor profiles – particularly older or more established supporters – postal communication is still preferred and trusted. When direct mail is combined with donor modelling, it becomes a powerful fundraising channel rather than a broad awareness exercise.
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