If two golden rules of fundraising are to make it plain what you are asking for, and how much you would like, Macmillan Cancer Support may have got it right. Its letter comes from one of its nurses – explaining what the nurses do, and the fact that they reach only 50 per cent of those they could help.

The third paragraph, in large coloured type, makes it plain that it is £2 per month for which the charity is asking. Not more, or less; simply £2 a month. Details such as direct debit and Gift Aid, naturally, are left until later.

To some, £2 a month may not seem much; and, to be honest, it is not much these days. I suspect it is deliberately pitched at a low level in the hope that recipients will feel they can manage that, whereas they may have turned down requests for larger sums. And, remember, once somebody is giving regularly, when times improve, it is easier/cheaper to upgrade them than to find a brand new donor. I hope it works.

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