The Risk of Using Gift Card Giveaways in Email Surveys: A Cautionary Approach for Nonprofit Marketers

Nonprofit organizations often explore innovative techniques to engage their audience and gather valuable insights through digital surveys. One such approach involves offering gift card giveaways in emails to entice respondents. However, this tactic is not without its risks. Here, we examine the potential issues and implications of using gift card giveaways to prompt digital surveys, focusing on the factors of confusion, disbelief, and boredom.

Factors Affecting the Use of Gift Card Giveaways in Email Surveys

The effectiveness and ethical implications of using gift card giveaways to enhance survey participation are influenced by several key factors:

Confusion

One major concern is the potential for confusing message delivery. Loyal donors who receive emails offering gift cards for completing surveys might perceive it as a hidden agenda or marketing ploy. This can divert their attention from the organization's primary mission and lead to a perception that the nonprofit is more interested in short-term engagement than in meaningful engagement.

Unbelief

Spam and phishing scams are common, and many individuals are wary of unsolicited offers of gift cards via email. Such emails may be automatically flagged as spam or outright ignored, leading to a loss of trust and a reduced response rate. Additionally, if the organization's email communication history shows a pattern of respectful and transparent interactions, inconsistencies in this practice can damage the organization's reputation.

Boredom

Surveys, by their nature, can be perceived as boring by many respondents. Nonprofits often struggle to get people to engage in surveys because the respondents typically do not see the direct impact of their participation. Offering gift cards as an incentive can be an additional layer of complexity that may further diminish the survey's perceived value.

Impact on Loyal Donors

Loyal donors typically support an organization because they believe in its mission, not because of external incentives. Involving gift cards as a reward for survey participation can be seen as a form of compensation, rather than recognition of the donor's commitment. If the organization relies heavily on such tactics, it risks alienating these core supporters and undermining the trust that has been built over time.

Moreover, by focusing on smaller donors who participate in game-like activities, nonprofits may be overlooking the opinions and feedback of their more substantial supporters. While engaging smaller donors is important, it is crucial not to neglect the voices of key financial contributors.

Reputation and Trust

The success of this tactic can significantly impact an organization's reputation and trust. Gaming and gambling-like concepts in emails can be perceived as unprofessional and may divert attention away from the nonprofit's core mission. This can hurt the overall reputation of the organization, not just among donors but also among potential supporters and the broader community.

Alternatives to Consider

Instead of relying on gift card giveaways to prompt survey participation, nonprofits might consider other methods to engage their audience. Personalized communication, recognition of donors' contributions, and transparent communication about the importance of surveys can be more effective and trustworthy.

Directly engaging with donors through personal thank-you notes, highlighting the positive impact of their donations, and involving them in the decision-making process can build stronger, more trustworthy relationships. Providing feedback on how their input is influencing organizational decisions can also make the survey more meaningful and rewarding for participants.

Conclusion

In conclusion, while offering gift card giveaways as an incentive for email surveys may seem like a viable strategy, it comes with significant risks. Nonprofits must carefully consider the potential impact on their reputation, the perception of their loyal donors, and the long-term value of the insights gained from the surveys.

For nonprofits, it is often more beneficial to foster a deeper relationship with their donors by showing genuine appreciation and valuing their contributions, rather than relying on material incentives that may backfire.

Recommended Reading

To learn more about best practices in nonprofit marketing and engagement, consider the following resources:

Nonprofit Marketing Network Resources Social Choplum Blog Gemini Blog on Nonprofit Marketing Strategies