Three charity lessons from Scrooge Bird before the New Year begins

An hour ago I was stopped outside Heals on the King’s Road by a guy collecting for the Painted Children Charity.

“Sorry,” I said, “I’ve already given. You lot are everywhere.”
This is true – they’ve been doing an amazing job. He was not put off, though, and in what sounded to me a heavy Slavonic accent said, “Ah, but you must give. This is your last chance.”
Being insatiably curious, I asked, “Where are you from?”
“Guess,” he replied.
“I looked at his name tag. “Armenia,” I said.
“No,” he responded. “If you cannot guess you must give £10 donation. This is last chance of year, last chance of decade. You should give.”
I looked again at his name. “Georgia,” I said.
“You are right,” he replied.
I said, “Never mind, I’ll give you some money anyhow.”
“Not good English,” he said, “but good at fundraising.”
Giorgi – that was his name – knows that any reason, even an illogical one, is better than no reason if you want people to cough up. He understands the power of likeable persistence, and knows that people like to play games.
He knows a lot more than many people who get paid good money for charity fundraising
A good man.

About the Author

In 2003, the Chartered Institute of Marketing named Drayton one of 50 living individuals who have shaped today’s marketing.

He has worked in 55 countries with many of the world’s greatest brands. These include American Express, Audi, Bentley, British Airways, Cisco, Columbia Business School, Deutsche Post, Ford, IBM, McKinsey, Mercedes, Microsoft, Nestle, Philips, Procter & Gamble, Toyota, Unilever, Visa and Volkswagen.

Drayton has helped sell everything from Airbus planes to Peppa Pig. His book, Commonsense Direct and Digital Marketing, out in 17 languages, has been the UK’s best seller on the subject every year since 1982. He has also run his own businesses in the U.K., Portugal and Malaysia.

He was a main board member of the Ogilvy Group, a founding member of the Superbrands Organisation, one of the first eight Honorary Fellows of the Institute of Direct Marketing and one of the first three people named to the Hall of Fame of the Direct Marketing Association of India. He has also been given Lifetime Achievement Awards by the Caples Organisation in New York and Early To Rise in Florida.

3 Comments

  1. I never trust anyone standing on a street now days. They are nearly always on commission. I knew someone who was collecting for shelter the homeless charity. They got £20 if they got someone to sign up for just £8 a month direct debt. If they got no sign ups meant they got no wages so they soon come up with ways to get the conversion higher.

  2. I disagree with that actually. If people didn't et paid, they wouldn't collect. If they didn't collect the charity would get no money. Having worked for God knows how many charities over the years, I long ago realised that there aren't nearly enough volunteers – simple as that.

  3. rezbi

    I don't see what's wrong with that. If they're expected to work for nothing how do they earn anything to feed themselves and their families?

    And, if they don't do fundraising and get a paid job, who does raise funds for the needy?

    Would you leave your paid work and do fund raising for nothing?

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