When are we going to stop over egging it?
An imploring ad that your donation of £3 will provide a life saving kit for a dog, cat or child is simply not credible. It is only vaguely true if the gift is converted quickly at low cost into a regular donation. But that's not what people sign up to. My children (35 and 38!) are fed up with texting £3 and then being bombarded with texts emails and calls. And they, like a lot of their friends, actually want to help. They do believe their donations make a difference.Sadly they are becoming cynical, disillusioned, and less likely to give again.
This summer's debacle has largely been around the reversion to transactional fundraising (text £3 to save the dog or whatever) and the then formulaic,bullying tactics employed to "persuade" those givers to convert to monthly gifts. At least street canvassers are honest. They ask, up front, for a monthly donation - gift aided. That means your £10 becomes £750 over five years. That might change the world, for the better, in a tiny way.
I continue to be gob smacked that many charities who ought to know better are ignoring all the red flags (Sir Stuart's report is to be implemented). When are we going to start being transparent? When are we going to start trying to build a relationship by ensuring that givers understand where the money is going (the whole pound)? And treat givers with respect.
As Charlie Brown used to say, "I weep for my generation"
Tell me, please, that I don't need to worry.
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