It must be an interesting challenge running a charity in the digital age.
Time was when the organisations dedicated to charitable causes would have been pretty much the only vehicle whereby funds could reliably be directed to those in need.
Appeals, by mass mailouts, or advertising, which each came at a cost and therefore cut into the funds available for organisations to carry out their stated charitable purposes, were ubiquitous. Fifteen or 20 years ago television viewers were confronted nightly by appeals to sponsor impoverished children.
Such appeals are a lot less common now, especially on telly. It’s surely not because need has lessened; any glance at the news will tell viewers displacement and deprivation are everywhere.
In the digital age, though, it’s easy to put need directly in front of a wide audience, and barely a day goes by when we don’t read about a Givealittle page, or some other crowd-funding venture.
That begs the question, of course, what actually inspires giving, and how it’s changed in the digital age. The anecdotal evidence certainly seems to indicate that a cause that gives the old heartstrings a healthy tug is more likely to get people giving. It’s an emotional response, which more often than not means animals, or children, are involved.
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