The study, by the Fundraising Standards Board (FRSB), found that almost two-thirds of donors felt they were being made to feel guilty about getting something for nothing.
It also reported that only 14% of donors think it is acceptable for charities to share their personal information with other organisations.
Many consumers are discouraged by unsolicited mailings from firms, and while some are happy to receive mail from charities, more than four letters a year may result in a lower return on investment.
The research surveyed two groups; the first represented the general public, the second comprised existing donors of eight FRSB member firms.
This article was first published on Marketing