When charities engage in ‘brand activism’, research shows they must demonstrate bravery to attract donations
When charities engage in ‘brand activism’, research shows they must demonstrate bravery to attract donations: Standing strong. Ground Picture/Shutterstock Charities often rely on “warm and fuzzy” images and “poverty porn” tactics to attract donations. But in recent years, some UK not-for-profits have shifted towards activism-driven campaigns. Shelter’s 2021 Fight for Home campaign took a bold …