One of my favourite criticisms, yes their procedure works, but it probably doesn't measure rejection rates. "We hounded these 1000 people for a donation, 60% responded favourably". Okay, but out of the 40% that didn't respond how many are you never going to see again? Who were those 40%?

My wife works in a line of business where up-selling is a debated issue. Most of the industry thinks it's good, because they see more sales on the products that are being pushed, but they never measure how many people are actively turned off by the aggressive sales tactics and won't return in the future and now buys absolutely nothing.

It's baffling to me that organisations never measure negative impact from campaigns, because maybe you're pushing away the wrong people. E.g. maybe your most reliable patrons are the most adverse to your campaign and now you have to work even hard to reach your goals next time, as these people are not coming back?