![[ad] Fundraising Everywhere Trusts and Major Donors Conference December 2026](https://wfay6x.infiniteuploads.cloud/2026/09/fundraising-everywhere-trusts-conference-202612-728x90-1.jpg)
Newspaper Christmas appeal includes regular gift ask for first time
Howard Lake | 24 November 2005 | Blogs
A full page colour advert in The Guardian’s G2 supplement for its Christmas charity appeal today included a request for a regular gift. “£15 a month will save a life” was the first line of the appeal. “To make a regular or one off donation” it adds further down the page.
This is a considerable development for newspaper charity appeals. Until now they have focused on one-off gifts, with most of them including a Gift Aid declaration.
For a national newspaper to heed the advice of fundraisers at its beneficiary charity/ies is a very encouraging move. Giving donors the option of regular or single gifts should be standard practice on newspaper appeals, but it isn’t, so congratulations to the Guardian.
Advertisement
Related posts
Why are so few people taking part in the TreeHouse and TalkTalk online fundraising & awareness campaign?
Disinheritance ruling: daughter successfully challenges charitable legacies
The Fundraiser Who Wanted More – book review
My experience of being a woman in the charity sector
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.