CHARITIES have got a real problem in 2015 and it’s up to each of us to help them solve it.

Only the most cold-hearted could have failed to be moved by the plight of 92 year-old Olive Cook, the charity stalwart who threw herself from Clifton Suspension Bridge in Bristol last week after “losing faith in people.”

She had been inundated by hundreds of letters and phone calls from charities asking for yet more donations, and the widow who found it hard to say “no” appears to have been unable to cope with this.

Anyone who works from home or is home often, knows particularly just how many calls there are from charities on a daily basis.

They are targeting us as individuals because they know we have a history of giving, either to their particular organisation or to other charities.

It’s annoying to realise that this information is shared between charities but that’s life today.

When a pleasant, persuasive voice is telling you about the plight of abused children, Third World villages without water or animals in distress it’s very hard to refuse a donation, regular or one-off.

Like most of us, you may have had to tighten your belt recently, or may feel you give enough and simply cannot afford more.

Whatever the reason, you have to say “no”, and then you probably feel guilty and a little upset. I know I do.

Pensioners are not only especially targeted because they’re probably home in the day but more likely to give, in spite of often limited resources, through a greater sense of community responsibility.

While it’s understandable that charities return to stalwarts or those with a track record of responding to other people’s needs to ask for more help, this isn’t necessarily the best way forward.

Like today’s businesses, there needs to be a diversity in approach, more innovation and creative thinking in fundraising to make up the missing grant money and diminishing regular donations.

In fact, charities definitely need to be more business-like in their fundraising and marketing. Yes, people will often give if you ask and, yes, they may pledge a monthly amount.

But, like Olive found, there are just too many of them out there asking for our reducing cash. Different initiatives, fresh corporate and other targets and a better way of finding funds is the only route forward. We all owe it to Olive.