This book attempts to place the development of the charity sector in late-Victorian and early-Edwardian Britain in the context of wider developments in commerce. It argues that far from being insulated from each other, charity and business in fact evolved hand in hand during this period and, further, that charities did not merely follow developments in the commerical sphere, but in some cases even led the way.
The literature on the history of British philanthropy remains relatively small, particularly in relation to the importance of the role that the charity sector has played in shaping modern British society. The period this book covers is better served than most; however, the vast majority of existing literature focuses either on the stories of individual philanthropic donors and grant-making organizations or on the relationship between the charity sector and the state that eventually laid the foundations for the emergence of the British welfare state in the mid-twentieth century. The operations of charities as organizations—and particularly their fundraising activities—have been given far less attention. They are covered in passing in some sources (such as David Owen's 1964 opus English Philanthropy: 1660–1960, which still casts a long shadow in this field), but in placing them front and center this book addresses a notable gap.
The authors draw on a rich variety of evidence to make their case. This includes many fascinating primary sources, such as fundraising material or commemorative objects from charity campaigns of the period (some of which are reproduced in the book), as well as contemporary newspapers and periodicals that give a valuable sense of how many of the developments identified in the book were viewed at the time.
The first half of the book focuses on the way in which individual organizations became “more businesslike” and developed new models of “charitable consumption” in a bid to appeal to the growing trend toward consumerism. Here, the authors rely quite heavily on the archival records of a small number of case-study organizations, although these are augmented with other examples. In any case, the case studies have been well chosen to typify broader sections of the charity sector so that they justify more general conclusions being drawn. (Manchester's Wood Street Mission is taken as an example of local charity, Barnardo's of national, and the Salvation Army of international.)
As well as providing useful archetypes, these case-study organizations have specific features that are fascinating in their own right. For instance, the book describes the Salvation Army's “Lights in Darkest England” safety matches, which were designed to be produced in a way that guaranteed better working conditions for the match girls who otherwise suffered the horrific effects of phosphorus exposure (known as “phossy jaw”). The authors argue that these matches “reinforced the Salvation Army and Darkest England brands, while at the same time offering purchasers an early form of ‘caring’ or ‘radical’ consumption, wherein consumers were prepared to pay over the odds for a product because doing so rendered a social good” (p. 43). For those interested in current trends toward ethical consumerism, this kind of example should provide valuable historical context.
The second half of the book is slightly more disparate but covers further interesting themes. The chapter on regulation and accountability highlights the way in which self-regulation from within the charity sector and outside scrutiny from a number of key publications combined to prevent the government from having to take responsibility for oversight of the fundraising activities of charities (a development that continues to have resonance today). The chapter on aristocratic fundraising is a slight oddity: while interesting in its own right, its exploration of the links between liberal humanitarianism in the upper echelons of society and the work of the Stafford House Committee feels slightly out of step with the focus of the rest of the book. The chapter on social franchising, meanwhile, considers how this seemingly modern method of spreading successful practice was arguably pioneered by the Mansion House appeals of the Victorian period.
This last point highlights one of the book's key arguments: that the idea that charities “taking a businesslike approach” is a recent phenomenon is misguided and runs counter to the historical evidence. By shedding light on the ways in which Victorian and Edwardian charities not only adopted techniques from the commercial world but also pioneered new approaches of their own, this book will bring a valuable new perspective to business historians interested in these specific periods or in the development of broader thematic trends.
The book will be of great interest to historians of philanthropy and to charity practitioners who recognize the value of understanding the wider context in which they operate. A historical perspective brings to light the fact that many issues and trends in the nonprofit world are cyclical rather than linear; often, what is presented as new is in fact a rediscovery of earlier ideas. For those working in nonprofit organizations, an appreciation of history can not only help to calm the tendency toward overzealous neophilia, but also bring opportunities to learn directly from the successes and failures of the past. This book in particular provides a valuable new perspective to inform current debates about social enterprise and the blurring of lines between charity and commerce—it should become essential reading for anyone interested in those areas. I, for one, am sure I will be returning to it often.
