The causes people support can be very close to their heart and charities can experience some of the best brand loyalty because when someone chooses to support a cause they feel like there's a synergy between their values and aims and that of the organisation.
I think our relationships with the charities we work for and support are a bit like love affairs. Most of us are serial monogamists, some mate for life, some have a bit on the side and the consultants have "open relationships".
My first love when I graduated was St Wilfrid's Hospice, Chichester. However I wanted the bright lights of London and was too young to settle down, so I started looking around for something new. I fell in love with Safe the Children after my guides took part in their pop-up shop initiative and I was so excited when I got a date with them (you might call this an interview) and I suffered the heartbreak of unrequited love when I found out they didn't want me the way I wanted them :(
I was attracted to Depaul UK because they seemed pretty cool (what with the uber successful iHobo app) We hit it off and things are going pretty well, but now the honeymoon period is over I'm still deeply in love but must admit I've started to look lustfully at other charities. I was even tempted to play for the other team when I experienced the amazing hospitality of Google, but I know the reality of corporate world wouldn't live up to the fantasy.
I must admit I have a bit of a crush on UNICEF though. Their Easter Egg Facebook app drew me in, then their East Africa appeal and the subsequent telephone call (when I signed up as a regular donor) sealed the deal. Their Own a Colour appeal made me want to get a poster of them on my wall - the idea didn't initially grab me ( I was playing hard to get) but the website blew me away...
So, I've admitted my secret crush. Now I want to know how you've got a crush on!
