by johnt
2. August 2011 16:42
Charities are facing a £100m funding shortfall, however they are being encouraged to invest in marketing and communication.
To put things in perspective, the lobby group False Economy, is warning that 2,000 charities providing services to the local authorities will have their funding cut or completely withdrawn in the coming year.
However charities are being advised to keep spending on marketing and communication to continue giving a positive message to donors and potential donors.
To do this, they will need to look closely at their communication channels, and ensure they have the flexibility to deliver their messages cost effectively. It will also be essential to carry out a data cleansing exercise.
This will remove all goneaways / deceased from their databases and also give alternative methods of communication using telephone number appending or email appending. While the data is being cleansed it will also be possible to identify where some of the donors have moved too, giving the opportunity of getting back in touch with key responsive individuals.