More Dutch people are open to field marketing for charities

The percentage of Dutch people who are open to field marketing by a commercial organization has remained the same as in 2022, and this group has grown significantly for charities. This is evident from the DDMA Field Marketing Monitor 2024, a consumer survey by trade association DDMA.

A point of attention is that consumers experience the frequency of field marketing as increased, especially among charities and energy suppliers. Many consumers often no longer know exactly which organizations from these sectors contacted them.

The DDMA Field Marketing Monitor 2024 shows that the percentage of Dutch people who are open to being approached by a commercial organization through field marketing (on the street, at the door or on location) has remained the same as in 2022 (48%). This group is also called the ‘acceptors’. There is no noticeable difference between the telecom (46% acceptors), energy (45% acceptors), lotteries (44% acceptors) or publishing (45% acceptors) sectors.

It is positive that the group of acceptors of field marketing for charities has grown significantly from 52% to 58% in 2024. The DDMA Field Marketing Monitor 2024 shows that the focus on these acceptors remains important: you address people who want that, this creates a more positive sentiment, and it also provides organizations with a higher conversion.

A large group of Dutch people are open to field marketing, but three in four consumers (74%) have difficulty with a direct purchasing decision, especially when it comes to more complex products and subscriptions. Here lies an important role for field marketing professionals to inform consumers properly, completely and with the right tone. Direct contact in field marketing is suitable for strengthening these aspects. Something that does not always happen, as the research shows: of the people who gave negative feedback about the contact person they spoke to, 21% indicated that the tone of the conversation was their biggest problem. In addition, 19% felt that they did not receive the correct information.

Compared to 2022, the DDMA Field Marketing Monitor 2024 shows that the actual frequency of field marketing (how often people are approached) has not increased, but the perceived frequency has increased (how often the address is experienced). This is particularly striking for the charities and energy suppliers sectors, which also show less distinctiveness: only 1 in 3 consumers in these sectors remembers which organization approached them. It is important for the industry not to let this perception change and to pay attention to distinctiveness.

The DDMA Field Marketing Committee has incorporated the insights from the DDMA Field Marketing Monitor into an advisory report, exclusively for DDMA members.