When it comes to charity communications, I've long thought magazines and newsletters are a waste of time. In comparison to appeals, they don't bring in much money and research into evaluating their impact points to the same inevitable conclusion – donors say that they quite...

For many years I was rather critical of charity newsletters and magazines, mainly because of the very low income to cost ratio they always seemed to offer. If an appeal to 50,000 donors could bring in £500,000, a newsletter to the same bunch would struggle...