If a charity which is new to me sends a letter, it is important (to me) that it should create a good impression right at the outset. That will encourage me to read on …..

Here’s one that failed that test, miserably: BRACE, Funding Research into Alzheimer’s. It addressed the letter to Mr. my wife’s forename followed by our surname. Who should open it? All is clear when we read the letter, which starts Dear Ms. surname.

No doubt quite illogically, when I know nothing about a particular charity, if it cannot get that right, is it any good at anything else? We recipients are just names on a data base – used by the charity to compile statistics, etc. Charities would do well (in so many ways) to remember that we are individuals, who like to be treated properly. After all, we hold the purse strings.

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