Translating the language of consumers into global fundraising efforts

Sotta Long and Nick Chiarelli

Until recently the world of fundraising relied on goodwill to motivate supporters to donate their time or money to good causes.

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...

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