I first came across BREADLINE AFRICA about 3 or 4 years ago, a small to medium sized charity supporting grassroots work in the Cape. From what I can gather its fund raising is based entirely on direct mail shots, something it does exceptionally well. Naturally that also involves steadily trying to grow its supporter base. Projects are typically to do with improving health, helping AIDS victims, education/training, gardening/small scale agriculture and helping refugees. Their method is a simple clear letter, with a few photographs which comes from Edna Titus the local Project Officer.

The latest appeal is to help feed orphaned children in the squatter settlement of Wallacedene. It is targeted into the community it will help, using local people who are already doing wonderful work on their own initiative. In this case, 70 year old Norah Tafefene a grandmother who looks after 9 orphans in a 3 roomed shack. I can relate to the appeal and see at once what it will do to help these children. The request is for quite small, discrete amounts of money to provide specific food parcels. That also makes it easy to relate giving to action. Donors are asked to fill in gift labels which links them to recipients – another nice touch. I like this charity, its aims and methods and I also like the very personal way they make me feel involved in their work.

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