I’m regularly removing myself from email lists, especially those that claim to be dedicated to causes, because they spend words and our time bullying and shaming instead of inspiring.
“We’ve Been Emailing You Non-Stop”
This landed in my in-box a few days ago. Yes, you have. I’m on your email list. Every time you send out a blast, I’m on the list. Or, I should say, I WAS on the list. The headline of this email alone was enough to make me unsubscribe.
If I haven’t done what you want in response to your email, that is MY CHOICE. Especially if it’s sent from a no-reply address.
An email is an enticement. When it bullies, you’re doing it wrong.
Shaming me for not donating to your cause every single day or every time you send me an email guarantees that I will remove myself from your list and not EVER donate to your cause, even if I believe in it.
I will find an organization doing similar work that doesn’t fundraise through bullying or shaming.
Also, when every email, every petition, every contact asks me to donate – even if it’s a small amount – I’m outta there.
When I have the money to spare, I donate it to causes in which I believe.
IF and WHEN I am in a position to make a regular pledge, I do so.
It’s not just nonprofits that do this. Several years ago, I received an email from a start-up business in an industry in which I spend time and money. The start=up asked if I wanted to receive emails about their new products. I said yes, put me on the list.
I received emails about the products — a little vague, but they were starting up. It wasn’t what I wanted or needed at the time, but I figured, as they came up with new products, there would be something, and I’d buy it when I saw it.
Instead, I got nasty emails, berating me for not buying their product, after asking to be on their email list.
Say what? Being on the email list means I learn about their products, with an eye to buying something that I want. Not buying something because it exists.
I unsubscribed and let them know why, using direct quotes from the nasty email. I got a response saying, “That’s not what we meant.” To which I responded, “But that is what you said. If you’re sending out words that don’t communicate what you mean, hire better writers.”
If every interaction is only an hysterical demand for cash, with a veiled threat underneath that I am a bad person or not committed to the cause if I don’t give all my money to whatever cause that is – that is a perversion of “call to action.” It’s bullying, plain and simple.
Since I do not cave in to bullies who approach me in real life, why would I do so from a bullying email?
This is NOT a “Call to Action.”
A genuine “Call to Action” sets out the case in positive terms – the goal, the steps planned to reach the goal, what is needed for those steps, and how the recipient can participate in successful accomplishment.
It is done in a way that provides information, inspiration, and excitement in the reader. It makes the reader want to be part of whatever it is. Want to be part of the success. Because it incites a response that is excited and joyful, not a sense of shame. Or a response of, “X should not be happening. This organization is working to fix a bad situation, and I want to be part of the solution.”
Most importantly, it entices and engages.
It gets the audience excited about the goal, the purpose, the values, and the process of achieving them. It inspires with “look what we can do when we work together toward this goal. It’s amazing!”
It doesn’t use the “I’m so disappointed in you” or “you don’t really have a commitment to this cause, or you would do as I say.”
You cannot be an organization genuinely working for equity and justice (which means working on anti-bullying) if you use the tactics you supposedly fight against in order to raise money.
Bullying and shaming tactics might gain a few conversions here and there, but sustained support comes from engagement and making your funders feel like they are doing something worthwhile because it makes a positive difference, not because you are shaming them into it.
I’ve left several nonprofits because, in our meetings, when I bring up unethical approaches or accepting money from unethical sources, I’m told that it “doesn’t matter” how they get the money or from whom.
I disagree. It matters. How an organization fundraises and from whom they accept money tells the world a great deal about the integrity and values held by that organization.
Especially after the last six years, it matters.
If you want long-term support, build positive partnerships. Invite, entice, engage. Include these partners in the steps to reach the goal.
If you are constantly falling short in your goals, it’s time to re-think your strategic plan.
But whatever you do, engage rather than bully.