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| Path: Main Street : Resources & Library : Research Articles : Feature Article |
Fundraiser's council surveys direct marketers activity, compensationNovember 13, 1996; Canadian FundRaiser
This summer, the Canadian Direct Marketing Association's Fundraiser's Council conducted a study of fundraisers involved in direct marketing. Although only a sample survey, it found that direct marketing fundraisers in Canada are an active group, usually sending out at least three acquisition mailings a year. As compensation for their labours, employees in this segment of the sector have salaries ranging from an average starting clerical remuneration of $23,508, to experienced directors earning an average of $70,327.
The organizations most likely to be involved in direct marketing are those with revenues of $1-5 million and $20 million or more. Health organizations dominate the respondent organizations (41.2 per cent) with Social Service and International groups following (23.5 per cent each). All others together compose the remaining 11.8 per cent of respondents.
The average percentage of overall revenue coming from direct marketing in the study was 49.6 per cent, with 37.5 per cent of respondents earning more than 75 per cent of total revenues from direct marketing. An equal percentage, however, earned less than 24 per cent of revenues from this fundraising method.
The vast majority of organizations using direct marketing (58.8 per cent) employ 10-24 people. Another quarter have more than 100 employees. Most organizations, however have only one or two staff focussed on direct marketing (58.8 per cent), while 11.8 per cent have more than 10 people in this area. Virtually all organizations (94.1 per cent) use consultants for some aspect of their direct marketing program - generally for copywriting, concept, artwork, printing and data preparation.
Most organizations send out between three and four acquisition mailings a year. Only 5.9 per cent of respondents sent out more than seven. Most annual mailings total fewer than 500,000 pieces, or between one and two million pieces.
As might be expected, the more senior the position and the more experienced the individual, the greater the level of compensation and benefits. The following tables outline the survey findings for direct marketing salaries.
SALARY RANGES DIRECTORS MANAGERS COORDINATORS CLERICAL Average Starting 46,893 37,311 30,485 23,508 Average Median 59,000 44,378 35,308 27,850 Average Experienced 70,327 51,444 40,933 32,982
YEARS OF EXPERIENCE DIRECTORS MANAGERS COORDINATORS CLERICAL Average Years of Fundraising Experience 10.3 5.3 2.1 4.4 Average Years of Direct Marketing Experience 9.3 5.3 5.3 4.2
For more information about the CDMA Fundraiser's Council, call (416) 391-2362.
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