Charities need to consider the cost of not cleaning their data following a campaign as it is often greater than that incurred by doing so, according to Macmillan Cancer Support’s head of supporter services and database marketing.

Speaking at an FRSB seminar on data management standards in direct mail, Glen Cook said: “Cleaning your data could cost you 50 per cent less than the cost of campaign wastage and returns from bad data.”

He added that accurate data is critical for successful campaigns and that it is necessary to invest in data hygiene to maximise campaign ROI.

Also speaking at the event, which highlighted the fact that direct mail accounts for 35 per cent of complaints, FRSB chair Colin Lloyd said: “Data is the fundamental DNA of an organisation and it’s essential to keep it up to date, clean and compliant.  

“The higher your data standards the more it will reward you in insightful targeting, campaign returns, and long term meaningful relationships with your supporters.”