Why ChildFund Doesn’t Deserve Your Money
ChildFundās commercials can almost be recited by rote: Alan Sader (or, conversely, Sally Struthers) toots around a third world hamlet, kneeling next to anemic skeleton-children, begging you to donate a few cents a day to sponsor these kids and save their lives. Melancholy piano music tinkles in the background while middle-class guilt is triggered nationwide.
These commercials are probably ChildFund at their most consistent, as otherwise ChildFundās goals are murky and ill-defined. Beneath the surface, the charity is in a constant state of identity crisis, which has manifested itself in several ways.