But it’s obviously not that simple, because too many charities ignore this. I’ve seen a lot of fundraising marketing materials, and too much of it focuses on things rather than people. A hospital I know recently turned their ads from focussing on people (patients) to buildings and pieces of equipment. That’s a classic mistake. Donors can’t feel compassion about things. They need people to inspire them to give. To make them feel angry, to shame them, to fill them with hope. The common element is people. And it must be real people, not swimwear models. Compassion doesn’t extent to actors.
So, go find a story about your charity and tell it. Because nothing sells like compassion and that always involves stories about real people.