'And I Should Support You ... Why?'

So even events that might seem detrimental to giving can be used to create compelling propositions. This is where charities have to examine the ways they work and the external influences on their services, and identify reasons to give, even from the most unpromising situations.

Can they 'see' it?

Tangible propositions, where the audience is asked to donate to fund specific items or projects, are very effective. Whether it's a sachet of rehydration salts to stop a child dying from diarrheal diseases, a square meter of a wildlife reserve or a meal for a homeless person, donors like to feel that their gifts do something that they can easily visualize.