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…..you 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.