A WaterAid insert threatening to keep asking until every UK household gives £2 a month has beaten the charity’s 15-year long control campaign by 61 per cent on response rates.

Junk mail, especially that from charities, is the scourge of society, according to the national press. But while fundraisers know this not to be the case, the general public doesn't. It's time they were told the truth, says Nick Couldry.