# Newspaper Christmas appeal includes regular gift ask for first time

- Link: https://fundraising.co.uk/2005/11/24/newspaper-christmas-appeal-includes-regular-gift-ask-first-time/
- Published: 2005-11-24T21:50:17+00:00
- Author: Howard Lake

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.

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## Comments

### By: admin

- Link: https://fundraising.co.uk/2005/11/24/newspaper-christmas-appeal-includes-regular-gift-ask-first-time/#comment-2804
- Published: 2007-02-12T00:42:00+00:00

The Guardian’s approach seemed to pay off. By 10 December 2005 it reported that 
the appeal had already raised more than £500,000 in pledged income for the next 
five years. How come it took until 2005 for newspapers to feature and promote regular/
monthly giving in their Christmas appeals?

Howard Lake
 Fundraising UK Ltd [hlake@fundraising.co.uk](https://fundraising.co.uk/2005/11/24/newspaper-christmas-appeal-includes-regular-gift-ask-first-time/hlake@fundraising.co.uk#comment-2804)
01206 579081 [http://www.fundraising.co.uk](http://www.fundraising.co.uk)