Who Owns the Story? Live financial testing of charity vs participant led storytelling in fundraising
Jess Crombie and David Girling, March 2022
Summary Description
This report explores the findings of research carried out to test the relative impact of participant-led fundraising vs organization-generated fundraising. In the case studied, participant-led fundraising raised more money and had a more positive impact on those involved overall. The report explores and analyses the findings, offering recommendations for INGOs wishing to change the way they tell stories.
Title
Who Owns the Story? Live financial testing of charity vs participant led storytelling in fundraising
Author
Jess Crombie and David Girling
Date
March 2022
Resource Type or sub-type
Relevant Research; Background information, research or policy
Mainly suitable for
Board members; Communications staff; Education and Public Engagement staff; fundraising/marketing staff; HR/Training staff; Management; Partners; Programme Staff
Level of Accessibility
Challenging (prior understanding, information or knowledge needed)
Ethical Communications Issues or Groups Addressed
Advertising and/or fundraising; Ethnocentrism, stereotypes and/or racism; Images and messages; Media representations; Organisational Culture and Politics; People in the pictures; Representations of Africa; Social Media; Solidarity
Ethical Communications Processes or Practices Addressed
Advertising or fundraising