National newspapers have launched their seasonal charity appeals. But you would only know that if you bought the paper versions. UK Fundraising reads the papers and finds they aren't encouraging online readers to give. Read the report below.
Online newspapers ignore Christmas appeals National newspapers have launched their seasonal charity appeals. But you would only know that if you bought the paper versions. UK Fundraising curls up with the online newspapers and finds they aren't encouraging readers to give.
The Times is encouraging its readers to spread their generosity around the world. It has selected three different charities working on three different continents as the partners in its 1998 Christmas appeal:
Alzheimer's Research Trust - five-year research into risk factors
Oxfam - bridge reconstruction in Honduras
Zoological Society of London - Cheetah project
The paper version includes a half-page promotion, and this is backed up with an editorial comment further on in the paper. On the Times' Web site, however, there is little evidence of the appeal. The Comment text is there, but there is no indication of how to support the appeal. Not only is there no online donation facility, but there is not even an address or telephone number.
The Observer's appeal for the Children's Trust is nowhere to be found on its Web site. Nor is there any evidence of the Independent's Christmas Appeal for Age Concern, St Christopher's Hospice, and Action on Elder Abuse.
The Guardian is appealing on behalf of up to eight charities, including WaterAid, Family Service Units, and the Soil Association. Some of the appeal income will be distributed to the winning charities of the Guardian Jerwood Award. Again, there is no mention of the Web site on the paper's cut-out donation form. Which is appropriate because there was no sign on the Guardian Web site of the Christmas appeal.
The Electronic Telegraph is also noticably scrupulous about reporting back on each year's appeal's results and success. You can find out how well each appeal did over the last four years, with examples of how the money was used.
This year's Daily Telegraph Christmas appeal is in aid of the British Limbless Ex-Service Men's Association, National Autistic Society, and Mother Teresa Association. Each charity is featured in a separate article on the site, each of which includes information on how and where to give.
If there is one area in which the Electronic Telegraph could improve, it is by offering the facility to donate online. At the very least they could link in to the Charities Aid Foundation's CharityCard site.