Charities are investing in new initiatives by creating teams or training individuals to improve existing models and better exploit past successes. But are they thinking big enough, asks Jenna Pudelek.

In the early 1990s, fundraisers at Oxfam were about to ditch the now legendary ‘give a man a fish’ campaign, but they decided to give it one more try by changing their ask for a one-off cash gift to that of ‘just £2 per month’. It went on to recruit hundreds of thousands of regular givers through TV, cold direct mail and inserts.