British charities have had a tough time lately. And our current state of national perma-crisis hasn't made things any easier.
As Brits have been left both financially and emotionally saturated, charities have lost share of people's wallets and hearts. Consequently, they've had to fight tooth and nail to make their advertising work harder.
The seemingly obvious response would be to increase fundraising activity. But in the current climate – with the public's capacity for pity waning – fixing problems further upstream can be a more effective strategy.
RNIB's mission is to remove barriers for people with sight loss. We...