Bill Stuffer

Bill stuffers are one of many public relations tools used to reach targeted audiences. They are especially available for utility companies and other business types that send out periodic billing statements. They are also used by nonprofits, especially activists who know that their mailing lists contain the names of people who are likely to be motivated to take specific actions.

Each month or on some other occasion, thousands of bills are mailed to customers and donors across the nation. Anyone who receives such bills often is aware of the “clutter” of stuff that accompanies the bill. Certain organizations also take these opportunities to communicate with their customers or donors.

Bill stuffers can contain information that actually is of value to many patrons. For instance, a utility company might suggest ways their customers can reduce their heating and cooling bills. For these companies, such bill stuffers can be part of their customer relations program. Activist groups might take billing time to profile the plight of some group of individuals in society, the need for increased funding, and even legislative initiatives that are favored or opposed by the sponsor who mailed the bill stuffer.

These tools can also be used to shape opinions and motivate the targeted audience. They can suggest that some opinion would be in the best interest of their targets. Insurance companies, as an example, might call their customers' attention to legislation or regulation that might raise—or lower—insurance rates. Activists, for instance, might indicate how research has discovered an association between a product's design and consumer health. Utility companies have often used bill stuffers to justify support or opposition of some legislation or regulation.

One can well imagine that many bill stuffers go unread. Customers and donors have to sort through the clutter accompanying bills to find what needs to be done. They may be focused on other tasks, such as paying bills, rather than responding to appeals or seeking information. At best they reach only persons who are already cognitively involved with some issues. These people might be opinion leaders who pass information, evaluation, and advice to others.

Although such communication tools might be inefficient or ineffective because of the few people they reach—the ones who actually read and respond—they have found themselves at the vortex of controversies. One example of controversy was the era of anti-nuclear plant construction activism. Some electric generating utilities that wanted to build and operate nuclear generating facilities included pronuclear messages on their bill stuffers. Anti-nuclear activists argued that this use of message delivery unfairly privileged the utility companies, who could easily reach their customers each month.

Various regulatory agencies have reviewed the use of such bill stuffers. Typically the Supreme Court has ruled that these tools are not regulated or prohibited communication if they serve a larger public interest beyond the narrow commercial interest of the sponsor.