Donation gifts

[kimberlymarsho]

Hi,

I made a donation to your organization probably a year or so ago. i have since received three "free gifts" - a shopping bag, a blanket, and a calculator/address book. I do not feel these types of solicitations are effective and thus feel they are a waste of money people like me donate that could go to more important things to help animals. In addition, the products are cheap, potentially unwanted, and thus add to landfill and greenhouse gases. Please reconsider this old style of solicitation - it seems so wasteful to me and makes me reluctant to donate to this organization in the future.

I would also like to STOP getting this stuff. Is it possible for you to remove me from your mailing list?

Thank you,
Kimberly Marsho
308 Summers Drive
Alexandria, VA

[SPCA Answers]

Dear Kimberly;

Your concerns regarding our marketing strategy, the numbers of letters mailed and the methods used to solicit donations are very important to us. We would like to take this opportunity to answer your concerns.

At first glance, you seem to be the kind of contributor that donates because you recognize the importance of our mission, not because of the small gifts included in our mailings. Unfortunately, even though I fully share your sentiment, you and I are part of a diminishing breed - the last of the Mohicans.

Studies have been done that compare the results of people who open an envelope with and without a gift inside, the results were staggering. Most of the envelopes sent without a gift were thrown away without having been opened.

On the other hand, a thicker envelope containing a “surprise” was opened due to people’s natural curiosity, consequently leading to the message in our letter to be read and acted upon.

That being said, donations resulting from these gifted packages are significantly higher than donations received from our letter only packages.

It is imporatnt for you to know that the added cost of including a gift in each mailing is insignificant when compared to the increase of donation we receive, which in turn allows us to help better the lives of more animals.

Considering all of the above and the understanding of our increasing financial needs, in order to expand our programs that save the lives of animals, I certainly hope that you now recognize why we are doing this type of solicitation and that it justifies our overall marketing startegy.

Please do not feel obligated to give every time you receive a letter requesting your financial assistance . . . Give only when you can and know that every dollar you donate will help improve our mission of advancing the safety and well-being of animals.

If you would like to receive fewer solicitations, we can include you in a special group of donors who only receive one solicitation a year.

Thank you for your compassion and your love of animals.