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.
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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.