What’s your view on using ‘guilt’ and ‘shame’ messages for fundraising? Three fundraisers provide their perspectives. What’s your view on using ‘guilt’ and ‘shame’ messages for fundraising? Three fundraisers provide their perspectives. To form personal connections with donors, charities need to tell credible stories with conviction. However, in a competitive market it’s easy to turn to ‘guilt and shame’ messages that stand out. Here Anthea Iva, The Director of Redstone Marketing, asks three fundraisers for their perspectives. Paige Gibbs, Executive Manager, RSPCA NSW When I first came to the RSPCA, the stories we were telling were overwhelmingly harrowing and predominantly about highlighting the suffering of animals. The outcome was donors…
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