“The big growth in the charity Christmas card market shows that people want to combine doing something they do everyday with giving to charity,” said Farthing at the Institute of Fundraising Scotland’s conference in Glasgow. “Card buying is something we like doing and so is giving to charity – so you can combine those things.”
He added that the distinction between living and giving was becoming blurred, allowing charities to move into new territories.
“People want to feel like they are having an impact on the bigger ethical issues in the consumer world,” he said. “If people have to choose between two types of insurance products, then many will choose one that links to a charity.”