I live in a town where, as they say, ‘people come to die, and then forget why they came’. From pushing a trolley round up-market Waitrose this afternoon, I surmise that many are quite well-heeled, borne out by the existence of a number of expensive residential and nursing homes. [An inhabitant told me yesterday: 'we are homeless refugees on Death Row'].

So it looks as though it was a smart move on the part of Alzheimer’s UK (concerned with research, education and care) to target the area for a direct mail campaign. But it has added an extra touch. It is a 2008 campaign set up on area basis. So, local recipients of the appeal will be contribting to the local area appeal. I believe people are more prepared to support something local to their area (eg the fundraising successes of hospices in their respective catchment areas) than a typical ‘national’ appeal.

I should be interested to learn, in due course, how successful this particular initiative proves to be. Certainly it seems to be based on a sound premise – particularly if the appeal is going only to the more up-market postcodes in the area.

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