It must be an interesting challenge running a charity in the digital age.
Time was when the organisations dedicated to charitable causes would have been – alongside churches – pretty much the only vehicle whereby funds could reliably be directed to those in need.
In the digital age, though, it’s easy to put need directly in front of a wide audience, and barely a day goes by when we don’t read about a Givealittle page, or some other crowd-funding venture, spring up to address a need.
That begs the question, of course, what actually inspires giving, and how it’s changed in the digital age. The anecdotal evidence certainly seems to indicate that a cause that gives the old heartstrings a healthy tug is more likely to get people giving. It’s an emotional response, which more often than not means animals, or children, are involved.
But two appeals currently on the Givealittle site, one seeking to provide school lunches to more than 50 Upper Hutt children, and one seeking donations towards Middlemore Hospital’s new mental health inpatient unit, have struggled for donations.
They are a reminder to us all that while some causes don’t generate a massive emotional response, they are not less worthy of our giving.
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