Save the Children and The Sunday Times


The Sunday Times ran a campaign last Sunday (Nov 30th) to support Save the Children. They promoted it during the preceeding week as part of the regular ads for the weekend paper and they had it featured on it had the cover of their magazine.

The campaign was to support a particular village, Kingsville in Liberia, and the call to action on the front cover was if every reader gave a pound that would make a difference.

They told the stories of this community and how the money donated would help.

What struck me as lacking was a mechanism to give. Surely if all you want is a pound, well make it easy for people to give a pound.

I expected an envelope or plastic collection bag to fall out of the pages. So I could easily collect pounds from friends or just send mine.

I expected to not get away from being told how I could give….it was hidden away at the back of the section.

I expected to find the minimum ask in the direct debit to be… guessed it…..a pound. It wasn’t, it was 30.

The Sunday Times must be one of the best read Sunday papers and the magazine its most read section. They write well and tell stories well. But someone from save the children should have stepped in with some fundraising expertise here.

I’m sure the campaign will do well. But I suspect not as well as it could have done.


One thought on “Save the Children and The Sunday Times

  1. Hello Conor, Nice post. Save the Children is an excellent cause, and always worth covering. Please let me add my 2 cents.

    I am involved in fundraising on two counts, one through Senior Gleaners Inc. the non profit where I volunteer ( and as a promoter of a fundraiser through my online business. (

    With the economy what it is, and no relief in sight, fundraising is being intensified by all. One lesson I learned since starting with Senior Gleaners, is that if you ask for $5000 , and your group is approved, that is all you will get. It does not matter that the donor is a multi-billionaire 10 times over. If you only ask for 5 – 5 is what you will receive – (or less).

    However, if you ask for $20,000 for your cause, restricted or not, they may give you $5, $10, $15 or $20. Donors like everyone else seem to be tightening their belts. While they are still donating, they may not donate as much as in the past.

    So to get back to Save the Children, by asking for 30 they have a better chance of a few putting in for the 30, but those that cannot, and still want to support the good cause, they will donate what they can. In asking for 30, Save the Children is using a ‘blanket’ type request to the masses. I am sure their fundraising department researches any potential donors before submitting individual requests.

    Deb Ling

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