The trend for charities to ask donors for ever smaller sums is not in the long-term interests of the sector, according to Mark Astarita, head of fundraising at the British Red Cross.
He told the International Fundraising Congress in the Netherlands last week that saving the world for £2 or £3 did not work. "Donors are becoming less generous and are just going with the cheapest charity option," he said.
But Giles Pegram, director of fundraising at the NSPCC, disagreed. "The average gift per donor is increasing each year," he said.
- See Fundraising news, page 7.