The findings come as the Institute of Fundraising is preparing to draw up the first direct mail code of fundraising practice, aimed at setting best practice and legal standards for direct mail fundraising.

The research, commissioned by Pitney Bowes, found that charities were one of the most effective organisations in using direct mail, along with travel and holiday companies and banks. The retail sector came out on top, judged to making the best use of direct mail. The survey canvassed consumer opinion in the UK, France, Italy, Spain and Germany.

In the UK, the Institute of Fundraising is now seeking applicants to join a working party to draw up the new code of practice, from which the Institute will also select a chair.

”There is a need to fully address best practice standards for charity fundraising by direct mail. The development of this direct mail code offers working party members a unique opportunity to start with a blank sheet of paper and develop a brand new code for fundraising in the 21st century,” said policy and standards manager Laura Thomas.

The first meeting of the group will take place in September, with further meetings planned over the autumn. It is hoped a draft code will be presented to the standards committee in early 2007.