On the Saturday after New Years I decided to take advantage of the after-Christmas sales at the local Brooks Brothers outlet store. They are one of the few stores with sleeves that go past my forearms, and I rely on them for virtually every dress shirt I own.
It was a very good sale, and after ringing up my purchase the clerk told me the total and asked if I wanted to make a donation to St. Judes Children’s Hospital.
He then told me something about needing another $167 or $169 towards some goal.
I turned him down. I have nothing against the hospital. I’ve never heard a word against it, but it’s just not
one of the charities I support, and I had just done my year end giving.
He then suggested a sum of $15, I believe. I again, told him no. Looking disappointed, he then took my payment.
It was the second time I had gone through this during the holiday season. The clerk at Barnes & Noble had solicited a donation for a charity they were supporting.
In both cases, it was hard to argue the value of the cause, and the programs were certainly well intended. But, is it appropriate to solicit your customers in this way?
Companies have long argued about what the right rules are for soliciting gifts in the workplace. It’s bad form, if not prohibited, for supervisors to solicit those who report to them. And even in situations where peers approach each other about a gift it can create awkward moments, and it has led me to purchase more roles of gift wrapping than even Santa needs.
I wonder, though, if the same care goes into the consideration of soliciting customers.
These days shoppers face a gauntlet of upsell opportunities and loyalty programs to sign up for. At a given check out they may be asked to join the preferred shopper program, to get a store credit card, to buy special shoe cream for their new footwear, an extended service plan for their new TV or the opportunity to add fries and a soda. It can take more time to turn down the various upsell offers than it does to buy the item you came in for in the first place.
I understand the business of retail is to sell, and sell more if possible.
And, I understand many people do respond to charitable solicitations as well. But is it fair to the customer to solicit him or her face to face, and to do so with a line of people watching? And how do you tell your employees it is okay to solicit customers for a charity the company supports, but not to solicit your peers for a charity you believe in?