The gift of causing discomfort

You know the strategy. To convince us to make a donation, some organizations mail us envelopes filled with small gifts.

Greeting cards, pens, shopping bag, stickers, calendar, flower socks, key rings. Perhaps you have received such a package from the Canadian Red Cross, the Heart and Stroke Foundation of Canada or the War Amps in the past few days.

The method is not new and neither is the criticism it provokes.

At one time, those who did not appreciate this marketing tactic mainly denounced the costs. They preferred that their past and future donations be used for the supported cause and not for the mailing of a string of objects.

“When I did my doctoral thesis on fundraising 20 years ago, I was told that it had been an issue for 20 years! says Sylvain A. Lefèvre, professor in the strategy, social and environmental responsibility department at ESG UQAM.

Today, environmental considerations are added to public opinion. Because the many objects are not always desired and possibly made on the other side of the world.

A friend has also expressed his discomfort by posting on Facebook a photo of the gifts found in his mailbox a few days ago. “I am unwell! I have just received this paraphernalia courtesy of the Canadian Red Cross, which is asking me for a donation by sending me a dozen documents, two pens (engraved in English), two greeting cards and a bag. “His publication caused a lot of reaction.

“This method is a plague to denounce. I have received this junk too often. I no longer give to the organization that sends me this to supposedly thank me, ”added Claude.

This reaction from donors hardly surprises Professor Lefèvre. “What amazes me is that organizations still use these methods! »

At the Heart and Stroke Foundation of Canada, we did not wish to discuss this subject in an interview. Officially, no one was available in the last week to talk to me. The spokesperson suggested that I contact the Association of Philanthropy Professionals (AFP) and its president, Daniel H. Lanteigne. He had published last December in the Debates section of The Pressa short text on the subject.

He wrote: “At the end of the day, stationery expenses are quickly repaid simply by the fact that new donors contribute this year and possibly in the next too. A philanthropic organization that would not see to renewing its pool of donors by limiting its costs is an organization that would live on an artificial respirator. So be lenient with them and allow them to seek more funding. »

I am totally in favor of leniency. But at a time when the future of biodiversity and humanity imposes radical changes, should we not precisely reduce our indulgence towards those who pollute?

I called Daniel H. Lanteigne to ask him the question. He also notes that the environmental factor is more present in the reviews. And he understands the discomfort of some people who receive gifts.

The Quebec division of the Canadian Red Cross is among those considering the issue. Moreover, reusable straws and snack bags will “soon” begin to be inserted into the solicitation envelopes, spokesperson Carole Du Sault told me.

An effective strategy

If organizations continue to use this strategy, which is not free, it is obviously because it works. “Not with 100% of people, but with a large number of donors,” says Carole Du Sault. Between 60% and 68% of households make a donation after receiving “premium items” from the Red Cross. Sending gifts is used to fund day-to-day operations, which includes volunteer training.

Philanthropy expert Daniel H. Lanteigne explains that surprise envelopes and their contents work because you handle them, you look at them, their contents lie on the counter and you sort them out, which takes a bit of time. This is not the case with emails which can be ignored or placed in the trash in less than a second.

“When we touch a product, we are more inclined to buy it. It is the beginning of a relationship with the product. An email is not a product, we quickly lose interest. If you have an envelope in your hands and you have the courage to go through the nine papers in it, you have given time for attention and the foundations seek this time for attention. But you have to respect those who are irritated by it. »

The Red Cross says its shipments are still much appreciated. Moreover, if the organization were content to send e-mails, it would not be able to continue its activities.

The doggie test

This type of fundraising is so essential to the survival of NPOs that nothing is left to chance. Everything is tested, says Professor Lefèvre. Objects, messages, fonts, genres of images, and even types of child looks in photos.

“We do tests in certain segments of the population with various objects that are not expensive to see what works. Everything is well tracked and monitored,” confirms Carole Du Sault. Last year, for example, a small stuffed bear elicited a 27% jump in positive responses. To ensure mailings are “properly targeted,” it is said, 400 unique data segments are analyzed.

Regarding the cost of such operations, the Red Cross swears that “it is not expensive”. The average cost of his shipments is $1.61, including labor. The work is carried out by a subcontractor whose identity is confidential.

“It has to be super clear. It is not an expense or donations that are squandered by putting a lot of stuff in an envelope. It’s a profitable and justified investment”, summarizes Daniel H. Lanteigne. But, he adds, “just because it works doesn’t mean you shouldn’t challenge it”.

Whether it’s expensive or not, François Forté believes it’s high time to use technology alone to solicit donations. This 67-year-old retiree, who does full-time volunteering, also donates money to a series of causes close to his heart. Some may stop benefiting from his generosity.

Everything he receives is immediately deposited in the recycling bin, without even being read, which he finds absurd in 2023.

For the good of the planet, the time has undoubtedly come to move on. But we still have to find another means of financing that is just as effective, because the needs remain immense and competition between NPOs is fierce.

In the meantime, donors who do not want to receive anything by mail should let the organizations know their preferences. These have no interest in irritating their contributors and normally respect their wishes.

By the way, as tax season is approaching, don’t forget to collect all donation receipts obtained in 2022. Credits are offered by Quebec and Ottawa.