As the chart in my previous blog shows, the system works - donors who otherwise would not have donated, donate, and charities get to do more work than they would have done if they had not used this method of fundraising.
Most of what he found is pretty boring:
His hook was that the agency was using an acronym to describe who should not be targeted. Whilst their targeting is actually socially responsible, it had a totally inappropriate word in it - 'Stupid'. Canvassers in this company were told to avoid marketing to Poor, Old, Young, Stupid and Non English speaking - they say avoid the POYSN (pronounced Poison). Of course, it is not in the interests of the charity to sell monthly giving to particularly vulnerable people so the advice is good - but the phrase is disrespectful. Really, it was just waiting to be exposed.
What we do in fundraising is not wrong - we invest and pay trained professionals to make money for our causes. But we need to do it in a respectful way - yes we can be cheeky, motivate people from many angles (change the world AND make money is a good incentive for many people) - but assume there is a webcam watching us when we do it.
Jonathan's story was picked up by The Project. The Video will only work in Australia and you want the 19 Feb episode which should start playing . Fast forward to about 1:30 after the ad.