Translating the language of consumers into global fundraising efforts
Sotta Long United Nations Children’s Fund (UNICEF), Switzerland
Nick Chiarelli United Kingdom
INTRODUCTION
Marketers speak of consumers. Their concern is with profits. They design and make products that they hope will fulfil consumers’ needs better, cheaper or more stylishly. They are sometimes accused of encouraging over-consumption through the use of ‘carefully constructed pieces of manipulation’ called advertising. They compare and contrast their own efforts with those of others (competitors) making similar — or, some would say, identical — products.
One may think that fundraisers are the antithesis of this...