Fundraising Preference Service Update
16 August 2016
Third Sector Magazine has discovered that rather than requiring charities to screen their mailing and call lists against the newly mooted FPS, the Fundraising Regulator intends to proactively inform charities if anyone that supports them has signed up to the service. Up until now it was assumed that charities would be required to screen data against FPS as part of their data hygiene regime.
However, the FPS, which has been designed as a reset button for consumers that feel overwhelmed by charity marketing, will still supersede any other form of permission. Therefore, if the charity is informed that a supporter has signed up to FPS they will have to stop contacting them irrespective of whether they are a previous supporter.
Proposals outlining how the FPS will operate in practice will be published later this month, alongside the final levy and registration model.
This news ties in nicely with our latest research which reveals that charities should not neglect generation Z (people born around the Millennium) as they are the most receptive age group to direct mail from charities. Only six per cent of Generation Z believe that charities have been irresponsible with their direct mail targeting in comparison to the mean consensus of 20 per cent. However, they also have the strongest principles of the age group being the most likely to boycott an organisation if it were to send poorly targeted mail, for example to people that had passed away or moved house.
Generation Z were also found to:
- receive the least amount of direct mail – five pieces per week in comparison to the average eight pieces
- receive the most amount of non-personally addressed ‘Dear resident’ mail
- believe that a piece of direct mail explicitly addressed to them is worth opening - 50 per cent compared to the average of 19 per cent
- have the highest open rate and the least likely group to throw away a piece of direct mail, that is addressed to them, unopened
Understandably many organisations, charities included, overlook Generation Z as their spending power is significantly less than their older siblings, parents and grandparents. Plus in the case of charities it is well know that older people are more likely to donate than younger people, but it is worth remembering that Generation Z’s potential lifetime value is stronger than Millennials and Baby Boomers. However, a word of warning - as indicated by the research it is crucial that charities ensure their data is as clean as possible or they risk alienating this potentially lucrative, untapped demographic.