Face-to-face could do 'lasting damage', says CRUK research

Cancer Research UK's commercial director Peter Vicary-Smith has wheeled out research conducted by his charity two years ago to defend his claim that face-to-face fundraising undermines public trust in charities.

He said the survey of 2,020 adults, conducted early in 2002, suggested that face-to-face fundraising is as unpopular as cold-calling, and may be causing lasting damage to charities.

The results of the survey revealed that only 20 per cent found face-to-face acceptable, compared with 50 per cent for direct mail and 75 per cent for TV adverts and collecting tins.

More than one-fifth of respondents aged 45-plus also said that an approach by a street fundraiser made them less likely to support that charity in the future.

Vicary-Smith released the information after being challenged by the Institute of Fundraising's chief executive Lindsay Boswell to provide evidence of erosion of public trust (Third Sector, 7 January).

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