Who owns the story? Financial testing of charity vs participant led storytelling

This session explored what the impact would be if INGOs enabled those they seek to help (contributors/communities) to have editorial control over what story is told, and how.

In this session covered:

• new ideas and approaches to help tell contributor’s stories authentically and responsibly to engage audiences and raise funds.
• the results of a live test where two fundraising packs went head-to-head to test charity led versus contributor led stories.
• access to new data about supporter responses to different types of fundraising communications.

The speakers for this session were:

• Maureen Cherongis, media and external relations officer, Amref Health Africa
• Rachel Erskine, co-chair, The People in the Pictures Working Group
• Patrick Malachi, community health volunteer, Kibera
• Jess Crombie, senior Lecture and co-course Leader, London College of Communication, UAL
• David Girling, senior lecturer, University of East Anglia

Here are the slides from the session.

Download the report here.

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