Christian Aid adopts different approaches from many other major fundraising charities. During house-to-house collections, envelopes (for donations) are delivered, for later collection. I have heard the theory that the larger is the envelope, the larger will be the donation in it.

Of greater significance is the fact that it encourages Gift Aid for such donations. Think how much revenue the British Legion is forgoing by not providing Gift Aid facilities for Poppy Day door-to-door collections.  Agreed, Gift Aid would be difficult to operate for street-corner collections.

Now, Christian Aid’s Annual Review is different from the norm. It is pocket-sized – and so may well stand a better chance of being read. It is a bright and breezy look at some of the problems, and how Christian Aid has been tackling them. It shows from where the charity’s money has come, and how it has been spent. Attached to the final page is a donation form – for regular giving or a lump sum, with, of course, Gift Aid.

Other charities, wishing to engage the public in their work, might benefit from copying this format.

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