Today I was approached by a ‘chugger’ on the street. It was raining. I felt bad. I stopped and listened to his pitch.
To be polite I will not mention the charity he was representing. He told me that for less than an hour of my pay each month I could sponsor a child in an impoverished nation providing them with clean water, education and food. It sounded like a good thing. Then, he went further and said I could even choose what country they are from, what age I want them to be and even said that I could become pen pals with my sponsored child. I’d get to see their report cards from school, receive monthly photos and have regular updates sent to me about the child’s life. All a bit too much.
Humanising donations can work – and quite well. People like knowing where their money goes and an emotive pitch surely helps with the amount being given, understanding around the seriousness of the issue and it can increase brand awareness.
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