Stop being so diligent
UshopUgive sounded like the perfect, painless way of donating. You'd click the link to any of its featured online shops - including all the big names - buy something, and a couple of per cent of your purchase price would go to your chosen charity. It was the biggest UK site doing this.
Today ushopugive announced it was closing. The retailers were apparently upset that buyers persistently used ushopugive's links, rather than going straight to their sites, and they kept having to shell out their lousy two per cent.
Big charities have problems renegotiating their cut from their branded credit cards too, because it seems that donors are irritatingly on top of their finances and too many of them pay off their monthly bill in full.
So is the solution that we donors stop being so smart, or is something fundamentally wrong with raising funds in these ways?