Virtually every day since we've been back in Wellington, there has been a different charity having their annual fundraising day. On my walk to work, I invariably scramble round my bag for coins, grab my sticker and be done with it. Generally, on the streets those with the stickers are the minority.

It all changed this morning.

Today is Daffodil Day, and I must say that the Cancer Society has fully grasped that they are part of this marketing game as much as any company is. These day's the charity market is chocka-block, charities face many of the same problems as small businesses do, which boils down to the challenge of how to stand out in the crowd. But they face a much harder problem: consumer fatigue - Basically, as the number of charities grows, so, it appears does the number of problems this planet faces. We still haven't cured world poverty or cancer, although we've been giving for years, we're kind of swamped with the enormity of it all, and we're starting to wonder if our money just falls down a dark hole.

Five Steps to Fundraising Success

1. Give the fundraising day a name.

   No more 'The SPCA's Official fundraising drive', it's Daffodal Day

2. Own the town.

   Because it's all about atmosphere. We love streets lined with yellow balloons, the feeling of spring being on the way, the thought of being part of something cool.

3. Get a cooler giveaway than stickers

   I'm not a huge fan of plastic, one use flowers, and wish we could get a real Daffodil, but in the meantime, it's generally accepted that a sticker is not worth donating for, but a lovely yellow flower is.

4. Choose your collectors carefully

   Yes that's right. Those tired and disillusioned collecters do nothing for 'team morale'. If you're going to do it, get the type of people who call out a cheerful 'thanks' when you pass them, or a 'good morning'. Also get school kids involved, especially polite ones who make us workers feel like there's hope for the future ;)

5. Make people feel good

   It is a well known fact that encouragement is better than punishment. Most charities seem to try to entice donations by showing us just how bad things are (starving children, dead whales etc etc), whereas Daffodil Day makes us feel positive and happy. Yes, there is a serious message behind it, and yes, we have a lot to feel guilty about in this world. But psychology is a funny thing and guilt is not inspiring!

The Cancer Society is a fairly substantial organisation, however, none of the above list requires a lot of money, just a bit of smarts and creativity - Simple and Loveable. Happy Daffodil Day!