“Mum, what do you want for Christmas?”
“Nothing – I don’t need anything.”
Now what? Ah, how about a ‘charity gift’: Buy a pig for £7 for a poor family in India, for example. Or some desks and chairs for a school in Botswana, a snip at £30. In our materialistic society, many people feel they have everything they want – they don’t need more knick-knacks, clothes, bottles of wine. So why not let another person benefit from the money that you are going to spend on Mum anyway?
Charity gift catalogues become more popular each year. And the range of ‘gifts’ on offer is staggering. One can buy a beehive for a woman in Peru, to school shoes for children in Zambia, to counselling sessions for a teenager in Britain. The costs vary from an affordable £5 to a more extravagant £10,000. Take your pick – you choose whatever suits you. Maybe your wife is a nurse: Why not purchase basic first-aid kits for a clinic in rural Uganda? Or if you and your husband had a lovely holiday in Thailand, why not support children there? Part of the reason a charity gift is special is because it can be tailored to what the recipient is passionate about, or because it reminds them of a happy occasion. You know your money is going towards something that matters to them.
But is it? And actually, does it matter where the money goes?
Let me answer the second question first. If you are giving money to charity, do you want the money to go to where it is most needed? Imagine that 100 families in Nepal are in need of goats, and another 100 families in Kenya in need of cows. To date, 199 British donors have decided whether to buy goats or cows: So far, the tally stands at 149 goats and 50 cows. Fifty Kenyans are still in need of cows; the Nepalese are overrun with goats. Not knowing these statistics, you decide to give the gift of goats, as you have a personal connection with Nepal. But is this the best use of your money? And has it benefited the Nepalese in the way you hoped? The answer to both questions is no.
However, should charities need to use your money on something you didn’t intend (on cows instead of goats) they should make it very clear, before you donate, that this is a possibility. The charity should mention this, in a prominent position, in the catalogue. Misguiding donors is not funny and it is not clever; working for a charity myself, I know how important it is to be up-front and honest with donors. Let the donors know they might be purchasing a cow over a goat; or, if charities know the donor has a real connection with Nepal, why can’t they offer them something else in Nepal, something outside of the catalogue, as an alternative? Donors have been generous enough to trust charities with their money; the least charities can do is be transparent in how they spend it.
Let me use examples.
Should you purchase a gift from Christian Aid’s ‘Present Aid‘ e-catalogue, the possibility that your money may be diverted towards other projects is not made prominent. It is smallprint, away from the homepage and the pages listing all the gifts:
“When you purchase a gift from Present Aid, you won’t actually receive a duck, or a bicycle or a well. Instead, your money will be used to fund related work that Christian Aid partners carry out. You (or the person you are buying the gift for) will receive a greetings card with information about the present. And on the behalf of the person who receives the card, the donation will be given to Christian Aid partners who are working hard to end poverty in communities overseas.”
Other charities are up-front about where your money will be spent. SOS Children’s Villages, who I work for, is an example:
By sending one of our alternative gifts, you can help us to provide children in The Gambia with a safe and secure childhood and a future. Your donations will go towards supporting the SOS Children’s Village Basse. The examples shown give an idea of the impact your gift will make: £7 could provide a child’s school fees and materials for one month; £15 could pay for one month’s transport to the SOS School for a child living in the local community
It clearly states that all money will be sent to Basse, but they are not promising that your £7 will go towards school expenses.
The majority of donors do not mind if their money is used for a different project other than the one they intended, as long as the possibility is clearly pointed out to them before they donate. Donors appreciate honesty, they do not appreciate backhandedness. Charities must trust donors to be sensible and understanding – otherwise the donors will go somewhere else next Christmas.