Charities are waking up to the fact that donors want to see how their money is being used to good purpose, and so, increasingly, appeals are for specific purposes – with never an appeal for the auditors’ fees!

Reporting back, also, is a good way of maintaining donors’ attention – when, naturally, there are many other calls on their money.

Guide Dogs is asking for £1 a week to sponsor a labrador cross retriever puppy for the 20 months of her training, with a photo of the puppy enclosed. My guess is that they will get more than they need for the one specific (named) dog. No mention of the fact that the ’surplus’ will be used elsewhere (perhaps for auditors’ fees, etc?).

The pack includes a photo album – for the first photograph of the puppy and the subsequent photos, showing the puppy’s progress over the months ahead, for those who sign up.

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