These last two weeks have been full of focus groups. And oh my goodness what scary stories I have heard about charity fundraising. One big international charity did a legacy “pre-call” and one donor described it as follows: “it was murder, they are now out of my Will”. Incentivised mailings are producing a huge backlash with legacies being taken out because “the charity is just wasting my money – these gifts are outrageous”. I could go on for pages but one things is for certain: negative outcomes are NEVER measured in direct mail and what a shame we cannot find out the real picture. This is so depressing.