Direct marketing managers in UK charitable organisations

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Abstract
Although the charity sector is one of the United Kingdom's biggest users of direct marketing, little is known about the characteristics of the people who manage direct marketing within charities. This paper presents the results of a survey of 115 direct marketing managers in the UK's largest fundraising charitable organisations; focusing on their experience, motivation, training and educational backgrounds. The degrees to which respondents' employing organisations placed a high value on the marketing function and the extents to which various categories of direct marketing manager possessed wide‐ranging general managerial competencies were also examined. There was little evidence of the ‘hybridisation’ of direct marketing specialists. Rather, individuals exhibiting hybrid manager attributes were sometimes put in charge of direct marketing.