Giving Compass’ Take:
• The Drum Network gathers different perspectives in understanding how marketing tactics of charities affect how people give.
• Are you swayed more by humorous messaging or emotional when it comes to making donations? Are charities utilizing market research on how to best to ‘sell’ their impact?
• Read about how Melinda Gates promotes storytelling and how the Gates Foundation uses this approach in their giving.
Celebrity specials, red nose days, social media challenges for charity appeals, Children in Need. What do all these have in common? They all use positivity and humor to celebrate good causes. In fact, when it comes to charities, a hard-nosed approach to suffering no longer appears to appeal to the hearts of the Brits.
We asked The Drum Network members if they think this approach is necessary for raising awareness, and if marketing has a responsibility to shift people’s mind-set from one of gaining benefit to wanting to educate themselves on the issues raised.
“Charities don’t solely rely on a system of entertainment and stardom for raising awareness, and there are many examples of excellent work that highlight the stark reality of the people reliant on charities’ work.” -Frank Krikhaar, global CSR director, Dentsu Aegis Network
“Today’s most effective charities play on our desires and aspirations – they aren’t trying to grab the spotlight by entertaining. The way they look, sound and feel are unmistakably positive, telling personal, motivating stories that provide potential givers with something optimistic to aim for.” -Oliver Bingham, consultant, The Clearing
“Charities are becoming more aware that gimmicks are not really giving the public the full picture when it comes to an important cause. While pass-it-on challenges and selfies with a message have raised awareness and money for a variety of causes, the shelf-life of this type of campaign is expiring.” -Shaun Ezlati, head of integrated strategies, TVC Group
Read the full article about the entertainment in charity messages by Jessica Davis at The Drum.
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