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Including small “free” items, such as address labels, greeting cards, or calendars, in fundraising appeals is a long-standing and common practice. When used thoughtfully, these enclosures can help capture attention and increase awareness of a charity’s mission.
However, charity officials must take care that these items do not create unnecessary pressure or imply an obligation to give, according to officials at the BBB Wise Giving Alliance. Charitable donations should always feel voluntary, informed, and respectful of the recipient’s autonomy.
Better Business Bureau Charity Standard 15 calls for solicitation and information materials that are accurate, truthful, and not misleading. Under this Standard, solicitations are also reviewed to ensure they do not place undue pressure on recipients to donate. For example, a fundraising appeal that includes a dollar and then asks the recipient to return that “much-needed” dollar along with an additional donation creates excessive pressure and would not meet the Standard.
Below are a few tips for charities considering the use of free item enclosures in their solicitation appeals:
Avoid Implying Obligation: Appeal copy should clearly convey that recipients are under no obligation to pay for, donate, or return promotional items included in fundraising appeals. Language that suggests repayment or expectation can undermine trust.
Use Enclosures As Awareness tools, not leverage: Free items should support brand recognition or mission awareness, and not act to pressure recipients to give because they feel indebted.
Be Cautious With Monetary Enclosures: Attaching coins or cash to appeals, especially higher denominations, can create discomfort or guilt. While some might be persuaded to donate, others can perceive these tactics as manipulative and wasteful.
Prioritize Transparency: Complement any items with messaging on the charity’s mission, impact, and accountability. Don’t let this fundraising technique overshadow the cause.
Take Responsibility When Working With Fundraising Partners: When charities contract with fundraising companies, they should continue to consider the integrity of appeals and retain final decision-making authority. Fundraisers can be valuable partners but, if a solicitation feels inappropriate or manipulative, any trust erosion falls on the charity.
Free items in appeals can bring attention to the charity and cause. By keeping fundraising appeals that include items respectful and pressure-free, charities can build stronger, longer-term relationships with supporters and reinforce trust in the sector as a whole.
