# Why won't I give to this campaign?

- Link: https://fundraising.co.uk/2012/07/30/why-won039t-i-give-campaign/
- Published: 2012-07-30T17:13:49+01:00
- Author: Howard Lake

We all receive lots of marketing and fundraising messages I’m sure and it’s a tried
and tested approach to look at our doormats and inboxes to learn what we can from
other organisations. But now I need to engage your help because I don’t know why
I’m not inspired to give by this campaign from [Save the Children](http://www.savethechildren.org.uk).
I will start by saying that I do support Save The Children so I expect this is a‘
warm’ campaign rather than targeting cold prospects.  But it just isn’t inspiring
me…

[⌊Image⌉⌊Image⌉[

There are lost of things this email does well:

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 * The photos appear realistic – if a bit generic
 * It’s signed from Jonny in the team on the ground to bring some realism – although
   they didn’t carry this across to the ‘from’ box and went instead for the generic
   [Save the Children UK](http://www.savethechildren.net)
 * The copy is succinct and clear in terms of what I’m supposed to do as a reader
 * There are multiple ways to donate throughout the email and the linked page works
   simply and easily
 * The subject line of ‘1,000,000 reasons to open this email’ piqued my interest–
   could be perceived as spam but links directly to the number of children needing
   help
 * The ask is at a reasonable level given the current financial climate – although
   the option for ‘other amount’ only appears after you click on any of the donate
   options
 * Technically, the email was created simply so everything opened as it should in
   my inbox

So there are lots of campaign positives to note… but it still isn’t pushing my emotional
buttons enough to make me act.  And this is where I’d like our readers’ thoughts.
Why do you think this isn’t working for me? I can suggest a few theories but would
love to know what you think too as emotional engagement is at the heart of every
successful charity campaign.  Here are my thoughts so far:

 * Is the issue just too big for individual donors to be able to solve?
 * Have we seen this message too many times already?
 * Is the cause just too big to make it relate to the ask? (a tenner to help a million
   children just doesn’t seem well-aligned)

Would you give to this campaign?  If not, I’d be really interested to know your 
thoughts. And if so, what’s in there that really makes you want to act?

 * **[Genel Energy donates $1 million to Save the Children](https://fundraising.co.uk/2014/01/13/genel-energy-donates-1m-save-children/)**(
   13 January 2014)
 * **[Save the Children to recruit YouTube channel host](https://fundraising.co.uk/2014/05/31/save-children-seeks-youtube-channel-host/)**(
   31 May 2014)
 * **[GSK and Save the Children offer $1 million award for child healthcare innovation](https://fundraising.co.uk/2014/07/04/gsk-save-children-offer-1m-award-child-healthcare-innovation/)**(
   4 July 2014)