The giving game

Charity collections in pubs may be fairly commonplace but the recent crisis insouth east Asia has raised the stakes. CAMILLA PALMER reports on the trade's approach to donations and asks if consumers are always happy to dig deep

The tsunami earthquake disaster revealed Britons as a champion breed of charity donators, with some £200m raised so far in public donations to the Disaster Emergency Committee's appeal.

While some people pledged money by phone, post and via the internet, huge sums came from spontaneous donations in public places such as shops and banks.

Overall, spontaneous cash donations make up a considerable proportion of the money given to charity. The Charities Aid Foundation (CAF) compiles a report each year which monitors this giving, and 2003's tot-up showed that 27.3% of the total £7.1bn donated to charity came from street, door-to-door, church, work, shop and pub donations.

Although many charities are seeking to build relationships with the public to encourage repeat donations through direct debit and other schemes, they recognise that simple, no-strings giving is a key revenue stream.

While most people would have no objection to being approached for a charitable donation in the street, collecting in a pub or bar environment does raise issues for most customers and licensees.

That's demonstrated when you break down the CAF figures even further to see that only 1% comes from pub collections. Doubtless there are many pubs that organise their own charity events, but it's safe to conclude that consumers are less willing to part with their cash in a bar or pub.

It could also be down to the fact that many pub companies and licensees don't allow charities into their pubs for any reason other than putting acollecting box on the bar. But even that's noguarantee of generosity ­ all the pubs visited during research for this feature had been forced to hand back any collecting tins to their respective charities, due to lack of interest.

Managed pub chain JD Wetherspoon has a head-office policy that forbids managers allowing charities to enter any of its pubs to solicit donations, according to spokesman Eddie Gershon.

"It's a black and white rule," he explains. "Checking up on the credentials of a charity and their collector is time-consuming, and we have a duty to our customers too. We appreciate that charity collectors do good work, but customers come to have a drink, not to behassled for money."

He also makes the point that the large size of many Wetherspoon's pubs would make them a target for charity collectors over smaller ones in the same area.

It's not hard to see why the two issues of authenticity and customer care have become grounds for a general policy on pub collections, but sometimes individual licensees are asked to make the call, based on their knowledge of the clientele and the charities concerned.

The Spirit Group encourages individual licensees to decide for themselves. "We tried having a corporate charity, but we found landlords wanted to support local charities," explains press officer Sarah Edmonds, adding that it is then up to them to verify the authenticity of any charity that approaches them.

The fact that different bars and pubs have very different demographics is also an issue, according to British Institute of Innkeepers consultant Phil Dixon.

"A local charity collector in a local pub on a quiet weekday night is going to get a completely different reception from the volunteer who braves a packed city-centre bar or pub on a Friday or Saturday. It would not be appropriate," he stresses.

This is reflected by some charities. Take Cancer Research as an example. It does not target pubs because a smoky atmosphere where alcohol is served is at odds with the ethos of the charity, according to spokeswoman Clare Barratt.

"Having just launched our Reduce the Risk campaign, it would be inappropriate for us to send collectors into those environments," she says.

But wildlife conservation charity Save the Rhino's communications director Nicky Springthorpe thinks that the proposed smoking ban could be good news for charities.

"The nature of pubs will change, perhaps becoming more family-orientated. As the emphasis and audience changes, pubs may become more attractive targets for charities," she says.

Most of the bigger charities steer clear of pubs because they want to spend their resources developing relationships with donors, according to the Institute of Fundraising. This is backed up by the RSPCA, which claims its strategy of direct mail, advertising and door-to-door collections works best, and reflects the demographics of both donors and charity volunteers.

Press officer Henry Macauley says smaller charities, such as local hospices or wildlife sanctuaries, which lack the clout of their bigger, national rivals, are the most likely ones to be found rattling tins in pubs.

As a sign of the times, even the Salvation Army, which traditionally sold its paper the War Cry in licensed premises, no longer sends its troops into pubs to collect. Press officer Sarah Miller says it is not the best way to reach the public.

"We still have some collection tins in place, but it's by no means a key revenue stream for us ­ we need to attract long-term giving."

How to a spot agenuine collector

Cash collection is clearly defined and regulated in the street by the Police (Miscellaneous Provisions) Act 1916, and doorstep collections by theHouse-to-House Collections Act 1939.

For cash collections, charities must apply to their local authority for a licence to collect money, stating the date and area of the collection. The application must be made one month before the date, and is subject to conditions made by the local authority.

Most pub collections are regulated under the House-to-House Collections Act, which insists on a similar licence being granted.

Licensees and customers can check for authenticity by ensuring that collecting tins are secure and cannot be opened, with the name of the charity clearly stated both on the tin and on a badge worn by the collector, who must be over 16.

Collectors should also have been issued with a certificate authorising the collection. Out of courtesy, charity collectors should always ask permission before approaching customers, and move on promptly "without annoyance".

Asking customers to sign up to direct debit donations is not yet covered by law, but the Institute of Fundraising and the Public Fundraising Regulatory Association have set clear guidelines for charities using this method of collection.

What do customers think?

Helen Richardson

"When someone approaches me for a charity donation when I'm having a quiet drink, I feel backed into a corner. You feel obliged to give. If you're in a group, then that feeling is worsened ­ what will your mates say if you don't give? I give each month to charities I want to support, through direct debit, and I don't want to be pressured by someone in a pub."

Sharon Treanar

"I always worry about whether they're genuine or not. It seems rude to ask, but sometimes, if it's a charity you've not heard of, you need to make sure it's not just going in their pocket."

Roy Shand

"I'm quite positive about it ­ I'll usually give to a charity collector in a pub. I'm quite wary though, and always ask to see ID. I like to think I can tell whether they're genuine or not."

Jay Usher

"I don't like being approached in the pub by a charity collector. I'm here for a quiet drink. If there's a collecting tin on the bar, and I've loose change after a round, I might donate there. I'm always wondering whether they're genuine."