Enclosed in my newspaper on Saturday was a postcard aimed at fundraising for a major charity. On one side is a smiling middle-aged lady and the slogan "what a feeling!" On the other side, a quote from the lady, who supports this charity. Here's a snippet from the quote:
"Knowing I'm making a difference gives me a lovely warm feeling. Like sharing a big hug with someone who's sad."
the tagline at the bottom says "get your feeling today. text FEELING to [the relevant number]"
Anyhow - this is the first time I've seen an advert asking people to give money to charity that's majored on the what the giver gets out of it emotionally. It seems odd to address the slightly self-centred side of altruism so explicitly on an advert.