Long-term tragedy versus short-term response: The marketer's dilemma

SURF, a charity supporting survivors of the Rwandan genocide, used a new application of research and insight to identify the optimal creative executions for fundraising.

Introduction

2019 marks 25 years since the horrific genocide in Rwanda. Survivors Fund (SURF), the charity set up to help survivors of the genocide, is only too aware of the challenges this milestone presents. Rwanda still has huge and immediate needs

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