If you've been told that size doesn't matter, it's possible she was just being polite. Nowadays, the little guys are in demand.

Big, established charities may be losing ground in the hearts and minds of the giving public, to charities that are small, focused and less well known. A great illustration of this emergent trend can be seen at The Kitchen Table Charities Trust. It's been set up John Humphrys as an umbrella organisation to promote and vouch for all the small and very deserving organisations it represents. As the man himself says on the site, 'They don’t have swanky offices or air-conditioned Land Rovers or money to spend on expensive advertising. Every penny goes to people in need... I have either seen them myself or know someone who has and can offer an independent assessment.'

It's a sentiment we've seen in Whitewater's focus groups, too. We've frequently heard people saying things like, 'I only give to small charities now': and implying that this is the informed choice.

Large and small charities are equally valuable. Causes need the power and influence of large charities working alongside the 'one problem at time' focus of some of the small ones, and economies of scale can make bigger charities more efficient. The important question is: why is smaller being seen as better by the punters? What makes small charities so attractive? Well, here are some ideas to start the debate:

• Personal impact. Your donation will mean more to a tiny charity - you'll feel like a bigger fish in a smaller pond.
• The real deal Small charities have authenticity, that 'coal face' feeling that many consumers actively seek.
• Trust. People worry about their donations being spent on salaries, admin and fundraising. The bigger the charity, the worse this perception appears to be.
• Need. A small charity seems to need your donation more than big one with reserves stashed in the bank.

There's a lot to learn from the way smaller charities present themselves, particularly if you work for one of the big ones. It's time to get back to basics, to put reality, honesty and passion ahead of corporate guidelines, to stop dodging the earmarking question and give supporters what they want - fresh offers that feel genuinely real and tangible.

Mark Cook