Charity bait and switch

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For years donors have fallen for the marketing strategies of a few well-known charities that advertise sponsorship of a specific individual. But no charity makes direct connections between donor and recipient, claims Tim Ogden of Philanthropy Action, which is an online magazine. He argues that none should, because it’s best left to the charity to make decisions about where the money is most needed.

Ogden says these marketing strategies, which are used to make donors “see” the results of their contributions, have come back to haunt charities, because donors look for trustworthiness as well as results.