Probably not. January 2008 saw consumer confidence dropping to its lowest level ever, according to Nationwide economists. It’s understandable, we’re all feeling a little shaken by the credit crunch, slowing housing market, rising bills and looming recession in the US. Downer.

So how will all this affect fundraising? Time will tell of course, but I think we’d do well to remember how our prospects and supporters are feeling about their finances when we construct our asks. And that’s particularly true when asking people to tie themselves into the financial commitment of a regular gift.

In these uncertain times, choice, flexibility, targeting and reassurance might be more important than ever.

Choice – so people can give at a level they’re comfortable with and have the option of giving a cash gift if they don’t feel able to commit at the moment.

Flexibility – let’s construct offers that allow people to be flexible in their support, to give when they want, to take payment holidays if they need them.

Targeting – so we don’t overstretch supporters with a low income by asking for more than they can afford. This will increase their likelihood to attrite, particularly when confidence is low.

Reassurance – let’s deal with their concerns about financial commitment right up front and offer them reassurance that they will have complete control over their gift to you.

The worst thing we can do is bury our heads in the sand and hope that all these threats to disposable income will go away and we can just carry on as we were. But if we adapt ourselves to suit the climate and our supporters' hopes and fears, I’m confident we can weather the storm.

Mark Cook