What are the key implementation issues?

The constant challenge for charities is to overcome donor fatigue and the dilemma is which route to customers will deliver the most benefit. Oxfam is challenging the traditional ways of operating charities.
For example, e-mail will soon overtake traditional mail in terms of communications expenditure. Now Oxfam is using the latest information and communications technology to target different groups fo different purposes. Students tend to make good activists, young adults have money to donate and older people are willing to work as volunteers.
Oxfam’s new approach is obtaining very high response rates. For example, its campaign to persuade Nestle to drop its calls for debt repayment from Ethiopia involved asking people to e-mail the CEO of Nestle: 70–80 per cent of the people contacted/e-mailed the CEO and the debt was cancelled.