Saw a snippet on the news about “Chugging”. Apparently it is the process whereby charities pay fundraisers a substantial fee if they manage to get givers signed up to a monthly direct debit. This can be via approaching people on the street – clipboard in hand, (who hasn’t run away?) They also doorstep people in their homes and and do tele-marketing.
Interestingly I had someone phone me up last week from a charity I support from time to time with donations and purchases of cards etc. Presumably, a list had been given to one of these fundraising companies. It wasn’t made clear that the caller was from a company in a business arrangement with the charity, though to be fair the caller did say “I am calling on behalf of the xxxx”
The point is that it can take a year and a half or more to pay off the fund-raiser’s fee and the giver is probably not aware of that. A representative of one charity was interviewed and said that this was a recognised way of obtaining long-term funding and it worked. So why does it make so many of us feel uncomfortable? For my own part I already do a couple of regular giving plans but will certainly make sure I sign up via a website rather than a cold caller if I choose to support any other charities.
I wonder if this aversion to tried and tested selling methods is inherently British? That’s my thought for the day. Not very inspiring, but worth considering.