Michael Kavanagh’s article highlights pseudo market research (MW October 15) but the growth of “frugging” (appeal letters in the form of questionnaires) is not without its critics in the charity sector.
My view is that the practice is misguided, making it more difficult for all of us to carry out the legitimate market research we need to do to better understand our current and potential supporters. You don’t need to be a market research purist to see the problem here.
By focusing on short-term results rather than fostering long-term relationships, “frugging” goes against everything we as charity direct marketers ought to be about. We are all, surely, past the point where we could justify any activity, no matter how unprofessional, on the grounds that “it’s for a good cause”.
Direct marketing manager
Sight Savers International