The too-much-mail donor complaint (and how to handle it by mailing less) shows up in an interesting post in The Agitator. And it prompts a question: Is it a good idea to let donor complaints drive strategy when we may not fully understand the nature of the complaint?
First, consider a corollary. If you’d ask consumers if they receive too many advertising messages, they’d say absolutely yes. Now imagine a marketing consultant approaching Starbucks and saying, “Your customers are complaining about all those ads, but you can advertise less and still increase sales.” Now imagine Starbucks actually going for that and launching a campaign that tells its customers in their advertising, “We’re going to advertise less to you but we still expect you to buy as much or more, okay?” Even if that could work in the short term, what happens when the novelty of it quickly wears off and customer loyalty wanes? Could such a strategy be sustainable for a business or a nonprofit?
Maybe when donors say they’re getting too much mail, we’re mistakenly taking their complaint literally. Maybe they don’t mean the actual number of pieces of mail. Maybe what donors are really saying is that they’re getting too much mail that’s irrelevant to them, doesn’t convey realistic donor benefits, doesn’t convey a real impact, and doesn’t back up any of the promises with credible proof. You know, junk mail.