Stanley Baldwin hasn't been treated kindly by many historians, but there's one story about him that we could learn from: in 1919, in response to the dangerous state of the nation's finances, he wrote an anonymous letter to The Times. Estimating the value of his private fortune at about £580,000 he undertook to donate 20% of this massive sum towards reducing the national debt. We could do with some dramatic gestures today (everyone earning upwards of say 200k to put their hands in their pockets?)

Well we all know it's going to get tougher yet before we turn any corners. Can no longer send for John Wayne (going gets tough, tough get going etc). The question is what sort of shape will we be a year from now? A lot of good people will have lost their jobs, some will have found new ones. A lot of companies will bite the dust as will a lot of charities. There will winners and losers. We will do all we can to work with our client charities to help them survive and even prosper. Some pointers:

- Make sure you have a good tight budget for next year; remember charity gift aid income will be down 11.4%, NI will increase in some cases, as will VAT.
- Give your staff a rise if you can but not at the expense of their jobs. (A nil increase for the 3rd year running is not a good statement to make to them). If you really can't afford to pay them properly you must ask some deep questions.
- Don't cut back on marketing; strengthen it. Lots can be done without chucking money around. We are strengthening our marketing.
- If you run a charity: envision your supporters to step up their giving. I know someone who only this week increased his giving £200 a month because of the downturn. A lot of people will have to reduce their giving but plenty of us are actually better off and can give more. If you lead a church make sure you are making an impact locally. Strengthen the Alpha courses, marriage courses, debt counselling training, etc etc. The community needs you today like never before.
- If you're in debt, don't remain in denial, hoping something will turn up; it won't, get help, now.
- Lose some weight; you'll feel so much better about yourself. Don't give up on this.

In a years time I want my business and my clients and my church to be stronger, leaner, and fitter than ever before so that when the upturn comes, we'll be well placed to play an even stronger part. So let's all stop grumbling and get to making the downturn work in our favour, double dip or not.