It’s the thought that counts
Christmas comes but once a year, usually marked by charity Christmas appeals. Which do you respond positively to and why? Craigmyle Consultants’ framework for assessing effective fundraising perhaps offers some insights. We look for: a persuasive case, demonstrable need, a clear understanding of who might give and why, financially committed fundraising leaders who drive the appeal.
What is the case the appeal is making? Is it something that you feel strongly about? Is it persuasive and compelling, while avoiding manipulative sentimentality?
Does the charity genuinely need your donation? Do the figures mentioned in the appeal stack up? Remember that for some charities, their annual Christmas appeal is part of their carefully planned funding mix.
Why have they asked you? Is it because you have given before? Or maybe they haven’t asked you directly, but you saw an appeal on TV. Getting the balance right between planned giving and reactive giving is something you might want to think about.
Who is doing the asking? Perhaps your daughter has asked you to make a contribution to a particular cause as part of her Christmas present. Or a celebrity or person you admire is fronting a Christmas appeal. There is nothing quite so persuasive as being asked by someone we know or recognise, who has given themselves.
Thinking all this through can make a big difference to how effective your giving is. It’s the thought that counts.