Charity mailings, guilt or thanks?
I recently received two very different mailings from two different children's charities, and both evoked strong reactions. For the same donation amount, one of them made me feel amazing and proud of my donation and the difference that I make, the other left me reeling in guilt, inadequacy and if I'm honest anger at the charity for not being more grateful or even acknowledging what I am already giving.
An article by Marketing Week last Friday talks about how charities are going to have to adapt to keep up in this climate."Charities are set to take "drastic" and "bold" steps to overcome economic challenges in 2013, such as merging, implementing pay freeze, redundancy schemes and exploring digital fundraising methods."But are these drastic measures also having an effect on the messaging strategy to donors? In this tough economic market what is the best strategy for charities to take, and how can they get the most out of existing donors - does it have to be either guilt or thanks?
As a donor, I personally believe in the 'thank you' approach. Knowing that even in this climate I am able to help make a difference will always incentivise me to do more. But perhaps that's just me and after all, I am seeing this from the recipient's perspective not that of the business results and campaign responses.
I'd be really interested to hear what you think, especially any planners out there who have a view on how charities can make more out of consumer behaviour strategies. Plus, if you're interested in this as your next role, I have a couple of great briefs for charity planning roles.