Research reveals potential donors are more likely to support eco-friendly charities

Consumers are more likely to support a charity that behaves in an eco-friendly manner, according to new research.

Research by the postal management and advice company Onepost stated that 36 per cent of the 1,259 respondents indicated they were more likely to support such a charity. In the survey, 30 per cent said they were more likely to donate to a charity which uses direct mail that gives the appearance of being environmentally-friendly, though only 10 per cent were aware of charities that were environmentally-friendly.

In an interview on responsesource.com yesterday, Onepost Marketing Manager Luan Wise said: "Direct mail dominates the media mix for charities and brand perception remains to be a critical factor which it comes to donating. There are simple ways for organisations to demonstrate their environmental credentials. For example, the sustainability tracking research highlights the consumer belief that the use of a recycle logo on the mailing pack indicates that it has come from an environmentally-friendly company, with good business ethics".

However, Chris Norman, Strategy Director at the communications consultancy The Good Agency, said charities had fallen behind private sector companies when it came to environmental strategies. He said charities could take steps such as cutting down the volume of material in their direct mail packs and using 'recycled' logos.

Overall, charities have a reputation as being eco-friendly. Research from the Direct marketing Association in September 2010 revealed that 38 per cent of respondents thought that the charity sector was environmentally friendly, the highest rating for any sector. This means that even those green charities like the World Land Trust, which do not use direct mail, can benefit.

World Land Trust has been working to help preserve the world's habitats in Asia, Central and South America and the UK. They do not use direct mail for a number of reasons.

"Partly a dislike of it, based on the environmental impact. And partly practical reasons, in that we feel that our current methods are more cost effective. We have no idea if it would work or not, because we have never tried it, but do not believe it can be more cost effective than our current methods," said CEO John Burton, in an email to Climate Action.

Figures from the National Council for Voluntary Organisations Charities Aid Foundation showed that 48 per cent of donors gave cash gifts in 2008/09 using collection boxes. However, for the World Land Trust, this provides a fraction of their funding.

"Our local fundraising is minimal. Most is national and international. While not chosen for environmental reasons per se, they are in effect probably the most environmental effective in terms of minimum impact," added Mr Burton.

That does not mean the end of direct mail for charities, with 52 per cent of donations made through the collection box, according to the website businessreply.co.uk. Around 60 per cent of UK consumers buy goods and services each year as a result of direct marketing. 30 per cent plus of these consumers have made two plus purchases in the last three months.

Direct mail can still be eco-friendly. The businessreply.co.uk website said that paper in direct mail can be a farmed, sustainable crop – the pulp used in paper is made from what is left over when a tree is felled for commercial purposes, such as construction. And therefore doesn't waste trees.

Author: Leroy Robinson | Climate Action

Image: HowardLake | Flickr