There is a continued predominance of images with African characters in charity adverts supporting international causes, but on the whole the images used in charity fundraising appeals are improving – according to new research by the University of East Anglia (UEA). The study, conducted over a six-month period in 2021, examines 541 images found in 17 national weekend newspapers in the UK. All the adverts were characterised as supporting issues in countries overseas. In the past charities have been criticised for their shock tactics and using images of suffering…
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Head to head study of charity led vs participant led fundraising campaigns
Fundraising appeals led by the people they intend to help can raise more money and be more effective than those created by the charity itself – according to new research by the University of East Anglia and University of the Arts London (UAL). In partnership with Amref Health Africa, the ‘Who Owns the Story?’ study involved two appeal packs going head-to-head with supporters, the first time live financial responses to fundraising campaigns have been tested by a charity. Charities and international non-governmental organisations (INGOs) are often criticised for the use of…
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