Why Positive Media Raises More Charity Funds
We all care. All of us. And turning off a TV ad because it’s so upsetting, does not make you a bad person. But showing distressing ads is not the way to raise funds. Many people can’t bear to watch and turn off, so you lose donations.
Undercover investigators do wonderful work to bring prosecutions, but Nick Cooney (who founded a successful charity to help farmed animals) says that charities would earn more, if they did not show upsetting ads that ask us to ‘donate just £3 a month’. Read his book: How to Be Great at Doing Good.
Instead of ads showing baby bears being ripped from their mothers for the bile industry, focus on the rescued bears and the good you are doing. Instead of images of starving children with flies around their eyes, focus on the work you are doing to help hungry children.
Instead of posting brochures of factory-farmed pigs through people’s doors, use the money to create simple vegan bacon sandwich recipes, or negotiate discounts on popular brands.
