Can charity be cool?

Claire McGowan looks at the stereotypes that need to be overcome if charities want to have a wider audience.

''Turns out you can be a do-gooder whilst diving around in the mud at a festival, or by sporting a chic wristband, or hanging out with celebrities.'' ''It would take more than Bob Geldof to make running a charity seem cool.'' ''The rise of charity 'chuggers' also seems to have scared the general public away from charity do-gooders.''

Charity - it's like, dead hip now, innit? Last year's Make Poverty History campaign galvanised popular support as never before, helping charities shed their somewhat uncool image of tin-shakers in the rain and shops selling old cardigans. But that was last year; it was Madonna, Bob Geldof, even Gordon Brown. What next?

Let's face it, there's always been a strong tradition of philanthropy in this country, but there's being good, and there's being cool, and the two have usually been mutually exclusive. After all, nobody wants to be the hand-clapping, teary-eyed, arms-around-the-world do-gooder. You know, the one who gets their guitar smashed over their head after 43 verses of Kumbaya.

So, while the country may briefly come together to wave their lighters at a charity concert, it doesn't mean people are truly committed to fighting poverty. We all know, in theory, that yes, it is better to light a candle than to curse the darkness, but sometimes you can't find the matches and no-one remembered to buy candles anyway. Sometimes, it's easier just to moan about the electricity company.

Equally, no-one wants to be the belligerent, shifty, dog-on-a-string stereotype of an activist, dodging both taxes and soap. You can see why, in a choice between activism and apathy, most people would go for the option with showers thrown in.

Then there's the fact that being an activist involves a certain level of commitment. In theory, you'd like to point out to your friends that, seeing as they live in a semi, they could probably do without the ride-on mower, or cut back on one coffee a day and donate the money to Oxfam. But no-one wants to be a nag.

The rise of charity 'chuggers' also seems to have scared the general public away from charity do-gooders. It's not a question of greed - you only have to look at the outpouring of generosity in the wake of the Asian tsunami. It's the sheer embarrassment of being quizzed in the street about your giving habits. We just don't do that in Britain.

But now, post Live8, and with a canny harnessing of new technologies, Oxfam and other large charities have made charity trendy. Turns out you can be a do-gooder whilst diving around in the mud at a festival, or by sporting a chic wristband, or hanging out with celebrities.

Mind you, there's only one problem with being in fashion - you can just as easily go back out. To surf on the tides of trend is not an easy task, and it could be just a matter of time before greed and apathy are back.

We need a charity stereotype people can identify with, not bossy, not earnest, not mouthy. Above all, not the brand-obsessed, fair-weather activist, complete with designer wellies. What keeps a charity running isn't really hip. It's the admin, the paperwork, shaking tins, labelling books, working directly with the poor and disadvantaged. It would take more than Bob Geldof to make that cool, but it is essential.

So why should doing good require any stereotype? Anyone can do it, no matter who or what you are. Live8 and the Make Poverty History campaign created a tidal wave of support, awareness, good will, and understanding. Now it's time to shake off stereotypes and harness that support into direct action, money in the bank, and work being done.