Motivating the less charitable

I bet I’m not the only one to find the Which? comments on cause-related marketing schemes a few points short of a loyalty bonus (MW December 6). The fact is that these schemes attract people who wouldn’t usually respond to charity appeals. Given that 43 per cent of the UK population gives less than £5 a year to charity, any scheme that can get people actively involved (and the Tesco Computers in Schools promotion motivated over 8 million people this year) is tapping into a vast pool of people who probably wouldn’t give at all unless the schemes existed.

Of course the companies involved benefit, but as Tesco’s Tim Mason has pointed out, anyone who has tried to raise £1,000 through a parent-teacher association knows what a tough slog fundraising can be. Cause-related marketing makes it much easier for everyone both to benefit and to feel they are doing their bit – and that should be celebrated not castigated.

Clive Humby



London W5

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