Charities are just as anxious as big business to get a share of the action.No one doubts that the money is needed but what prevents the latest disaster from becoming a bandwagon for every passing NGO to jump on? Charity is no longer the preserve of old women in knitted hats shaking collecting tins – it is highly professional, and competition for money is cut-throat.
Once the agencies have got their tranche of the cash it is vital that they are seen to be spending it on the right things. Whatever the warm and fuzzy feelings you get from giving £100 or so to the tsunami appeal, you might find that the reality of the charity business is rather less cute and cuddly. How are we going to find out whether the money we send ever gets to the places it needs to and what happens when it gets there?
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