At a time when donor recruitment is harder than ever, charities are looking for ways to increase the value of existing supporters. That’s why there’s been a lot of talk about cannibals at Whitewater. It’s not that Whitewater staff have developed a taste for human flesh – that’s not happened, yet – it’s that there’s been a good deal of concern about cannibalisation of income.

The suspected cannibal was our old friend the virtual gift catalogue. ‘Will sending a virtual gift catalogue to the database cannibalise income we would have got through the Christmas appeal?’

Originally published in Professional Fundraising magazine: to read this ad in full download the pdf.