Tis the season, no not of ho ho ho just yet, but when completely dedicated people show their support for causes by standing out in the rain, wind and snow to sell cards, poppies or just to shake their tin.

For example; the lawyer who phoned into Radio Two yesterday to say how he had given up a day of what I’m sure is very profitable and time consuming work to stand outside Aldgate tube station selling poppies, or my 80 year old in-laws who stand year after year whatever the weather in Coventry city centre shaking collection boxes for RNLI. And woe betide any family or friend who doesn’t buy their RNLI Christmas Cards!

This got me thinking, why do they do this when they could just bung the charity a £10 or sign a DD for £2 a month and have it over and done with. I suspect it is because of the euphoria in doing their bit and supporting their cause.
But, is the same euphoria experienced each month when those monthly (or cash) donations go out of their bank account? I doubt it, like me, I expect we don’t even notice it, but glance over the bank statement viewing our donation as we do the gas transaction, or the water transaction etc.

So, perhaps charities are missing a trick here. How can they create those feelings experienced by the people who campaign, collect, sell and complete events for cash donors?

At TW CAT we view the answer as ‘getting personal’. Acknowledging those gifts in the first person, referring to previous gifts and keeping the donor completely informed about how their money is helping. Nothing works harder than illustrating how their valued gift has helped turn around the lives of those suffering from Parkinsons, or helping create a sustainable source of water for a village for example.

The power of the thank you should never be underestimated.