Because their TV ad before Christmas was so specific - 5069 kids at risk.
I have to admit that, with all that Turkey to cook and eat I didn't get on with it straight away and now I'm glad that I didn't. The TV ad last night STILL said 5069 kids at risk. Either they're a dodgy outfit that no-one else thinks worthy enough to support OR they are getting the wedge but aren't doing anything worthwhile with it.
**could have been OXFAM - one of those thingys.