Email is a powerful tool when it comes to charity.
It is direct, personal, low cost, and many donors find it a novelty to receive an email from a charity. Unfortunately, some charities have found out just how powerful email can be, especially when it is used against them. The name Craig Shergold might be familiar. He is the young boy with leukaemia who in the 1980s wanted to get into the Guinness Book of Records for receiving the largest number of get-well cards. He succeeded, but then it took some years for the message to get round that Craig and his family, not to mention the Post Office's Guildford sorting office, where Craig lived, really did not want any more cards, thank you.