To misquote Jane Austen: ‘It is a truth universally acknowledged, that a F2F industry in possession of high volume, must be in want of quality donors.’ In speaking with industry leaders about the ‘state of F2F’ in Australia, there is a widely shared understanding that one of the key drivers of diminishing returns has been the excessive demand for volume in the sector. The argument is that this over-zealous demand has done two things: It is has asked too much of too many donor