We know that playing on people’s guilt figures large in many fundraising strategies. If only the aim was to make people happy by helping others. Anyway, on the guilt theme, World Cancer Research Fund sends a letter to say it is conducting its Area Annual Fund Campaign where I happen to live. “During this time, many of your neighbours in the area will be making their annual contribution to WCRF UK to help in the fight to prevent cancer”. In other words, if I want to keep up with the Joneses, I should be contributing. The letter concludes by saying that “we look forward to counting you among our ……. area friends and supporters in the coming year”.

I do not quibble with that, and feel it is a perfectly fair approach. Not so very different from when I collect (for another charity) house-to-house among the friends, neighbours and others in the street in which I live.

You can leave a comment, or trackback from your own site.