A letter from the chief executive of Centrepoint asks me for £1,000 – and makes it quite clear how it will be used: “Before we go on, I want to assure you that this isn’t one of those charity appeals where you are shown examples of ‘what your money could do’. Instead, I promise you now that I’m going to show you exactly what your  money will do. Because every penny you give today will help fund desperately needed renovations at our Haberdashers House hostel – unless we beat our target in which case we’ll tell you first and, with your permission, spend it on other vital projects.”

A lot of donors like to know their gifts will go towards a specific purpose, here and now, and will not simply boost existing reserves, or go towards overheads such as auditors’ fees (although somebody  has got to meet that essential expense!). So often, it would be logical to fundraise for a particular project so that money is ‘in the bank’ well ahead of need. But most of us are much more likely to respond positively if we are told that the money is needed to meet specific bills straight away. Centrepoint provides the builder’s cost summary for the various items of work.

Bearing in mind that a Gift Aid form is enclosed, such a letter could wait until the end and say that Centrepoint would still receive a total of £1,000 with a gift of only £780 and the balance being provided by HMRC through Gift Aid. Furthermore, a higher-rate taxpayer could claim personal relief of higher rate tax, so as to reduce the net cost still further! Suddenly, that initial ask of £1,000 might look more manageable!

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