Why do organizations think that sending someone address labels will increase their donations or purchases?
I have enough address labels to cover a wall in my house. They have recently come from AAA Life Insurance, Audubon, St. Jude, the Human Rights Campaign, and the Ocean Conservatory — places I have never donated to before. Labels are in the name of Ms. Beth Triplett, Beth Triplett, Elizabeth Triplett, and my favorite, Mrs. Elizabeth Triplett — as if I would ever use that incorrect label, let alone have it inspire me to write a check. They come in my sister’s name and my mom’s name, even though both of them have been gone for several years. I think of the negative environmental and financial impact of this wasteful practice.
If the labels carried the brand icon or some identifier that also served as awareness-building, maybe it would make more sense. People who supported your cause could help promote it. But to randomly send generic stickers as a “free gift” does nothing but add to the landfill.
Before you jump on the address label bandwagon, stop and ask yourself if you ever actually use one of the many offerings that pollute your mailbox. Stick to persuading with a compelling message instead.
