"Boy, which do you want? The book or the calendar?" the mother asked her son who was about 6 years old and before he could reply, she said: "Take the book. It has many coloured pictures of dogs and horses!"

The boy thumbed through the thin maroon hardcover book with a title in gold letters. I checked out this book too.

I doubted most mother would buy this book owing to its high selling price of $80.00.
The boy was indecisive. The mother opted for the book. "How much is it?" she asked the volunteer. The volunteer asked another lady and said: "It is $80.00"

"Well, boy," the mother looked at her son. "I will buy the calendar for you." The calendar costs $10.00.

I write this to educate fund raisers a valuable lesson if they
want to do good deeds to raise funds to help the disadvantaged by selling books. To educate the public about their organisation.

Never produce hardcover books as the cost of production will be much higher. The "affordable price" to get most well wishers in Singapore to part with their monies for a publication seem to be around $10.00.

Produce the book in a magazine-like format instead. Find out which printer will print a small book of around 80 pages at $4.00 per book. It will take time to do so but there are such publishers. I know because I am proactive in looking for such a printer. Sell the book at $10.00 will then not be at a loss. Many books will be sold if they are at these price. Revenue is then generated for the disadvantaged. The contents of the book will also be important but well, if it is $10.00 and full of pictures, many well-wishers will buy one. Did the mother buy it?

The Chinese mother in her 40s said: "We can't afford the book. I buy you the calendar".

I was present at this Dog Walk as a volunteer veterinarian from 5pm to 6 pm this Saturday to stand by, in case any walking dog falls sick. Ms Lynda Goh had text-messaged me on Friday and I was having my Saturday off. I could spare some time on this hot and humid afternoon to help out.

"Where is your medicine?" Ms Goh asked me across the path when she saw me. I snapped a picture of her hard at work. A prime mover in her organisation.

She probably expected me to carry the traditional black doctor's bag instead of holding a camera. I pointed to my backpack. It is a custom-made camera-carrying backpack and has 2 big compartments to carry the necessary medicine and drip set. It frees me from having to carry it by hand.

Books are a good way to raise funds for the organisation. Unfortunately, the volunteers usually are not aware of the marketing forces and produce beautiful books which do not sell well. Volunteers need to be aware of the art of marketing too if they want to maximise the amount in fund-raising at public events.

Did I buy the book? No. I bought one calendar to support the organisation. You may consider me a cheapskate but spare money is limited as expenses are high for everybody in times of recession.