Fundraising for vulnerable groups is urgent. At the height of the global pandemic, a record number of people are food insecure and relying on charitable aid to stay afloat for a protracted period. However, many of the best-known NGOs are going about fundraising all wrong. While many emphasize human rights in their appeals to raise money, new research shows that it is much more effective to emphasize basic needs.
To maximize donations, emphasize needs, not rights
Katerina Linos & Laura Jakli & Melissa Carlson
28 January 2021