The real charities vs. shamsters

By Posted on 3 min read 1058 views

The subject line of this email is probably going to get me a shite load of complaints.

Particularly when I go into details.

But hey… if you’re reading this, then it did it’s job, so take note about why I wrote it (there’s always a reason) and then rinse and repeat in your own email marketing.

I don’t mean copy word-for-word, I mean use the principles yourself.

To me there are two types of charities, the ones that are always fighting for cash and get very little support, the others are the huge ones that seem to have endless amounts of money.

When I said shamsters in my subject line, I was referring to these giant businesses, but I need to clarify what I meant by it.

I’m not saying that they don’t do some good, I’m sure that they do, what I am saying, is that I personally don’t believe they’re as charitable and giving as they make out.

Just read books such as War Games by Linda Polman and you’ll begin to have your own doubts.

Start doing some Google search on how much the people who run these companies earn, and those doubts will be solidified.

Look into the way they direct market, relentlessly targeting vulnerable people, and you’ll begin to wish you never gave them your money.

As far as I’m concerned, if you’re a charity, everyone who works for you should be paid a fair and reasonable wage, but when you’re at the top of the chain you should expect to get less than you would in a non-charitable private institution. After all, it’s a charity.

Yes, yes, I’m aware of the argument about not getting the best, yada, yada, yada.

However, I refuse to believe that there aren’t enough successful people in the world, who’ve earned all the money they need, who wouldn’t be happy to take a pay cut (while still earning well) to work for a charity.

Anyhoo, I digress…

We’re just about to head over to one of those smaller charities under the name of Shine. It’s for parents of children with hydrocephalus and spina bifida.

Max, as you may know, has hydrocephalus, so we’re going to one of their drop-in coffee mornings.

The first thing I ever do when I see these smaller charities websites, is start to assess what they’re missing.

The Shine website is actually pretty good, but there’s a bunch of stuff they could improve on.

So here’s what I’m going to ask you to do, go and take a look at it at:


Head over to this thread in our private Facebook group and leave a comment saying what you would do to improve this site.

Let’s use this site as a case study.

When you’ve left your thoughts on how you would improve it in the Facebook thread, I’ll let you know how I would improve it.

This will allow you to see if you got it right, if you missed anything and most importantly, it will start to give you an insight into how you can pitch to clients and get paid to give this advice 😉

But more on that later.


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