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Adam Rothwell
- Wednesday, April 22, 2009
Buried in an article in last week’s Daily Telegraph was an astonishing admission. The NSPCC’s newish boss piped up that his charity’s biggest, most high-profile campaign – the Full Stop drive – had been a flop. “I don’t think it advanced us towards the goal of ending child cruelty in terms of the expectations at the beginning,” he said.This is a simply remarkable admission. The NSPCC has been trading off its promise to ‘end child cruelty’ through the Full Stop campaign for years. For just as long, thoughtful commentators have pointed out – in private, mostly – that for any charity to make such a sweeping claim is ridiculous and potentially harmful. Promising the earth may recruit armies of donors in the short term, but it also inflates expectations of what charities can deliver, and encourages other organizations to make equally unrealistic claims – like when Oxfam recently claimed to be able to deliver utopia on earth.
So, is it a surprise that the Full Stop campaign didn’t work? No. No charity can ever end something like cruelty to children. But is it a surprise to see the NSPCC admitting its failure? Absolutely yes.
That’s because charities generally don’t admit when they get things wrong. Only a third of charities, according to our analysis of their annual reports, ever admit that they encounter even the smallest problem or setback. When they exist, big problems are even more rarely referred to.
So the fact that Andrew Flanagan, the charity’s boss, decided to make the campaign’s failure public is both brave and encouraging.
It’s brave for the simple reason that he didn’t have to say anything. Sadly, charities can get away with keeping quiet about problems like this. And it’s encouraging, because I hope – at least – that it sets a precedent. If other charities see the NSPCC backing away from reckless promises and owning up to setbacks, they might follow in its wake. And if that encourages charities to be more honest and open with their donors, then that’s a big step forward for the whole voluntary sector.
via Queer Ideas
Yes, he did describe the campaign as a "tremendous success" - which by some measures it was. The Full Stop drive raised a phenominal amount of cash, which nobody disputes. But the key point here is that this cash didn't achieve what it ought to have done - which Flanagan also admits.
Adam, Intelligent Giving
Adam, in the same paragraph in the Times article, Andrew Flanagan describes Full Stop as a "tremendous success". How you can possibly parse that to mean "flop" is a little beyond me, I'm afraid.
@Anon2: I don't think the argument I give above is 'sexed up' at all. The full quote you give shows that Flanagan agrees that the campaign didn't achieve its goals. Or even come close. Which I think counts as a flop - even though he didn't use that word himself.
Adam, Intelligent Giving
and originally here:
http://www.timesonline.co.uk/tol/life_and_style/health/article6041045.ec...
and I can't see the word 'flop' any where in it. Putting words into people's mouths to 'sex up' your argument is perhaps unadvisable, however well intentioned.
Quote in full: People thought the charity was off its head when it set the target. But we raised the money, and spent it wisely on good things, and people’s lives changed as a result. But I don’t think it advanced us towards the goal of ending child cruelty in terms of the expectations at the beginning
the Telegraph piece Adam links to is itself reporting on a piece in the Times, which you can read here:
http://business.timesonline.co.uk/tol/business/industry_sectors/public_sector/article6069364.ece
Let's hope that Andrew Flanagan's bravery will empower other charities to take a good look in the mirror and come clean about any campaigns that aren't working well.
Given the background of the credit crunch, charities are going to have to make every effort to be transparent and effective.
I have looked at the NSPCC website, I cant find anything more about what they actually do for children other than the childline, lobbying government and selling some leaflets. On their website it says that in 2008/9 just over £129 million was raised which was 81.9% of their funds.