Carrot and stick
21 May 2012
Community isn't led by government, so why wait for it to tell you what to do, protests Robert Ashton....
It’s unfair for people to complain about “chuggers” or charity telephone fundraisers - charities have as much right as any other form of business to solicit interest.
But charities may need to think about whether they should be associated with what are essentially cold-calling or “cold-cornering” techniques.
Success in advertising, according to Jerry Hocutt, comes in the follow-up. It comes in qualifying and building a long-term relationship with the prospects. And qualifying doesn’t have to be complicated. In fact, all you have to determine is if the prospect is buying your service or product from your competitor. If she is, establish a relationship. She has a need for what you’re selling.
In addition, television, prints and online adverts work because on the whole they are fun or unobtrusive - they excite, engage, educate or entertain. Even the annoying ones can become endearing after a while. And most importantly they are expected.
Contrast this with a random call or an advance on the street, which is very dependent on the art of persuasion or the mood of the prospective donor.
Chugger' debate mooted for 2007 Convention
Fundraisers still frustrated by No Cold Calling Zones, despite Charities Act
PFRA to issue revised guidance on NCCZs
How to make friends and influence people
Hell hath no fury like a chugger...
PFRA wades in to Norwich chugging row
Uprising against chugger 'blight' in Edinburgh
No-go zones for fundraising to be mapped
PFRA marks 10th year with new message on 'chuggers' for public and profession
21 May 2012
Community isn't led by government, so why wait for it to tell you what to do, protests Robert Ashton....
21 May 2012
How do you solve a problem like a pension deficit? David McHattie tackles the issue.
15 May 2012
David Davison mounts his soapbox to call for pensions reform.
24 May 2012
Charities, like businesses should be held to account over their environmental standards, says Katy Wing.
21 May 2012
Community isn't led by government, so why wait for it to tell you what to do, protests Robert Ashton....
17 May 2012
Men may have ruled the political panel, but women packed the punches from the audience in the Civil Society...
15 Oct 2012
15 Oct 2012
15 Oct 2012
19 Nov 2012