Why Shouldn't Charities Use Proven Marketing Techniques?

I ran across an interesting article the other day originally published in a newspaper in Danbury, CT and posted on their online news feed at http://news.newstimeslive.com/story.php?id=77951&category=Local.

The article deals with the practice of including address labels used by some charities as a part of their annual appeals. The writer, Fred Lucas, found that there is more criticism of the practice than there is support. Donors may send in a small donation more because of a sense of obligation than a genuine belief in the cause, only to find that their name is then sold to other charities. He found that most charities in his area do not use this form of fundraising, something the charity watchdog Charity Navigator calls,