By Patrick Madison, MBA

When we, as consumers, use our purchasing power to practice Boycott, Divestment, & Sanctions (BDS), we assume that we are being
heard, but this is not always the case. For example, while McDonald’s
did attribute its drop in 2024 sales in the Middle East to Israel’s War in
Gaza, it blamed much of its drop in U.S. sales to a 2023 strategy to
increase prices. How can corporate leaders better gauge the
impact of BDS on their bottom lines? We must tell them.

Despite all of the advances in digital communication, the old fashioned,
handwritten letter remains one of the most effective ways to make our
voices heard. Marketing Studies indicate:

• Handwritten envelopes are 2.5 times more likely to be opened than those printed with standard fonts.
• A colored envelope is more likely to be opened than a standard/white business envelope.
• An envelope with a large, colorful postage stamp will receive more attention than one which has been metered or one which has a Pre-Sort stamp.
• An envelope and letter written in blue or colored ink gets noticed more than when written in black ink.
• Writing “Personal & Confidential” in the lower, left-hand corner of the envelope makes it more likely that the letter will make it past the Secretary and be read by the intended recipient.

A letter should always be addressed personally (Name and Title) to
the company’s CEO/President. When a letter is taken seriously by
the Company’s leader, it will “trickle down” through the chain of
command and get interpreted by other corporate executives and
managers as a matter which the CEO/President wants addressed.

Handwritten letters are also remembered by recipients 60% longer
than printed or digital communications. All these fine points will
add up to increase the chance that your letter will break through
the corporate bureaucracy and accomplish its intended purpose.

5 parts to an effective bds letter

1. Do your research first and know the most up-to-date information on the Company before you write. (e.g., There is often a high turnover for Corporate Executives and the address of a corporate headquarters can change.)
2. ALWAYS start off your letter by saying something positive about the Company’s product(s). (Example: “I very much enjoy using Product XYZ. It is my favorite.”) We all love to read a compliment. Giving one will “opens the ears” of the CEO/President to the rest of your letter. It lets them know that you are not one of those malcontents and it will give you more of a credibility, from their perspective.
3. Bring to their attention how the Company’s connection to Israel has caused you to reconsider future purchasing of their product(s). Be factual. (Example: “I will no longer be buying Product XYZ because I have learned that it is being made on land stolen for Israeli Settlements.”) Your reason can also become an opportunity to educate.
4. Write that you intend to inform family, friends, and others so they might join in your boycott.
5. Be open to redemption. Indicate that you would consider returning as a customer – but only if they change.

And always be polite and respectful. Although writing a personalized letter can be time consuming, marketing studies continue to show that it can be one of the most impactful ways to communicate and achieve the intended results.