How many times has a global development fundraising appeal made you laugh out loud, or even smile? Comedy or uplifting stories are rarely used by nongovernmental organizations to promote their work, mainly because poverty and the other issues they seek to alleviate simply aren’t funny. In an era where public support for international aid is declining, isn’t it time NGOs tried new tactics?
But changing the way organizations publicly present development is not a new agenda.
Since 2013, for example, the Bill & Melinda Gates Foundation’s Narrative Project has been working with some of the world’s largest NGOs to change the way the sector talks about itself. It’s research revealed the public is tired of charities’ constant focus on suffering, which makes people feel beneficiaries are helpless “others.” It also revealed individuals don’t believe poverty can be alleviated, because appeals rarely report positive impact.
About the author
Gabriella Jóźwiak@GabriellaJ
Gabriella Jóźwiak is an award-winning journalist based in London. Her work on issues and policies affecting children and young people in developing countries and the U.K. has been published in national newspapers and magazines. Having worked in-house for domestic and international development charities, Jóźwiak has a keen interest in organizational development, and has worked as a journalist in several countries across West Africa and South America.