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.