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Message
from the President
Thanks to
a positive economy and loyal clients, steering Campbell
Research during the last year has
been like holding the tiller during light breezes
and calm water. Truly, I am grateful to have had
an easy start. One of the positive effects of these
conditions is that the staff and I can invest energy
into our growth and our future as well as our ongoing
projects.
It is now
time to announce some great developments here at
Campbell Research.
First, the
firm is changing its name to Campbell Rinker. At
first, I was reluctant to take this step
out of humility. However, over time I was convinced
of the need for this change: It helps distinguish
the firm from others with similar names and reflects
our new management as well. I trust you will find
that Campbell Rinker mirrors the high level of
service and professionalism you have come to expect
from
Campbell Research.
As you probably
noticed from the new masthead in this message, Campbell
Rinker has a new corporate
identity as well as a new name. Our new tagline "Marketing
Research for the Nonprofit World" clearly describes
the work we do. And our vibrant new logo underscores
a sense of momentum and the dedication our staff
brings to helping our clients prosper through knowledge.
I'd like to publicly thank the great folks
at Cause Communications for their excellent design
work on our corporate ID and our website.
Another significant step took place on October 1
when we moved our main office from Santa Maria to
Valencia, CA. This move brings us closer to Los Angeles
with its thriving community of research professionals
and nonprofits, and closer to air travel for access
to our clients around the country. Also, our Santa
Maria office has moved several blocks to a new location
on South Broadway.
We can now be reached at our website www.CampbellRinker.com
and at our new address, 25600 Rye Canyon Road, Suite
202, Valencia CA 91355.
And remember,
our toll-free phone number is (888) 722-6723, in
case you'd like to take me
up on my standing invitation for a free research
consultation.
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Sugging
and Frugging
With the
advent of the Do Not Call list, for-profits have
adopted new tactics in order to keep prospects
on the phone during telemarketing calls. Selling under
the guise of research, aka "Sugging," has
become a commonplace event, in which telemarketers
ask a few obligatory questions prior to making their
pitch.
Since the advent of the DNC list, the Council of American
Survey Research Organizations (CASRO) reports an increase
in these 'pseudo-surveys.'
A newer
tactic has been dubbed "Frugging" - or
fundraising under the guise of research - by
the Council for Marketing and Opinion Research (CMOR)
and the Market Research Association (MRA). Both of
these groups have taken steps to protect marketing
research companies from tactics that they see as having
a deleterious effect on their members' ability
to perform their services. The main concern with Sugging
or Frugging is the possibility that "market research' will
become synonymous with a "sales pitch," leaving
the public misled and less likely to participate.
In response,
the Federal Trade Commission has recently amended
the rules of telemarketing with a new section
titled 'Prohibited Deceptive Acts or Practices in the
Solicitation of Charitable Contributions'. This
provision makes it a violation of the Rule to 'misrepresent,
either directly or by implication' any material information
such as the 'nature, purpose or mission of any entity
on behalf of which a charitable contribution is being
requested.' These practices are also effectively banned
in Canada as well, pursuant to 2001 legislation.
Still, heightened
concerns about these practices have led the MRA to
initiate a system to help consumers
who feel they have "abused" by organizations
which use Sugging or Frugging.
Truth be told, few people actually enjoy taking surveys,
especially when the interviewer is pushy or talks too
fast. But from an ethical point of view, Frugging is
at best misleading and at worst, dishonest. While it
may obtain the attention of a prospect, it subverts
the essential purpose of the call by delivering a message
to donors and/or prospects that the organization cannot
be trusted. In new research conducted by Campbell Rinker,
the issue of trust between a donor and the organization
they give to emerges as a critical element in strong
donor relationships. For this reason, fundraising under
the guise of research seems counter-intuitive to the
very goals development officers seek to reach.
These practices also undermine the market research
industry, which along with nonprofits are one of the
few types of organizations that are not covered by
current Do Not Call regulations. These two sectors
of the American business landscape are unique in that
they rely on the public trust for their continued well-being:
Higher levels of trust foster stronger giving to nonprofits
and better cooperation rates for survey research.
In the end, these results seem attainable only when
the public is not afraid to pick up the phone. Working
together (albeit independently), reputable nonprofits
and research firms must use tactics that foster trust
instead of distaste.
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