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Chain e-mail from disgruntled volunteer fundraiser

Chain e-mail from disgruntled volunteer fundraiser

A chain e-mail criticising the corporate giving policy of Target Stores has emerged in the USA after a local Vietnam Veterans organisation asked for a donation.

The chain e-mail is unusual in that it is signed by its originator, Dick Forrey, a representive of the Howard County (Indiana) Vietnam Veterans organisation. In March 2002 he approached an employee at his local Target store and asked for a contribution to bring a Vietnam Memorial Wall exhibition to the area.

He was turned down, and subsequently experienced, in his view, contradictory information and discourteous advice. As he result he launched a chain e-mail campaign to try to persuade people to boycott Target Stores.

While e-mail has been used by consumer groups and campaigning organisations to protest against companies for several years, this is the first example that we have come across of a campaign, albeit misconceived, that criticises a company’s corporate giving policy.

Howard Lake is a digital fundraising entrepreneur. Publisher of UK Fundraising, the world's first web resource for professional fundraisers, since 1994. Trainer and consultant in digital fundraising. Founder of Fundraising Camp.

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