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Beneficiary framing examined in new Rogare paper

first_img“The underlying issue is that fundraisers and service delivery staff often have opposing views and attitudes about how beneficiaries ought to be portrayed in advertising, marketing and fundraising materials.“Fundraisers tend to favour those images that they believe will maximise income. These images tend to show in quite stark context the plight and suffering of beneficiaries. Service delivery staff – and others at charities – tend to favour images that reflect more ‘positive’ values about beneficiaries, maintain their dignity and focus on the solution to the problem.“We believe that adherents of the both frames have become polarised in the discussion and debate, which has become increasingly adversarial and may in fact be ‘ideological’. Our objective is therefore to ‘reframe’ this whole debate to close this gap and achieve a new ethical consensus on this matter.” Rogare’s six planned papers from this project will be:Review of the ‘philosophy’ behind approaches to this topic to establish the philosophical/ideological nature of the debate What works and why it works in positive and negative frames (the paper that is published today) Beneficiaries’ attitudes to how charities tell their stories and use their images What are the best ways to talk to beneficiaries and service users to get their stories?What the existing codes of practice say about using images A final report presenting a normative argument about how beneficiaries ought to be framed in fundraising.While papers 1 and 6 bookend the project, the other papers will be published as and when they are completed. The next to be published, during the summer, will be Paper 3 – written by Save the Children’s global director of creative content Jess Crombie.   147 total views,  1 views today Thinktank Rogare has released the first paper from its project on beneficiary framing, looking at fundraisers’ and service delivery teams’ views on how beneficiaries should be represented in marketing and fundraising materials.The project seeks to develop an ethical consensus about the best way to represent beneficiaries in charity marketing and fundraising, and the report, Positive and negative feedback, is the first from Rogare’s initiative which also aims to “close the ideological gap” between fundraisers and service delivery teams, who often have opposing views on how beneficiaries should be represented in marketing materials.Its key findings reveal that fundraisers and service delivery favour different frames, and that difference of opinion may be so entrenched that it has become ‘ideological’. It also suggests that negative framing using sad images may work best for donor acquisition, where new donors must be ‘attracted’ to the cause through an emotional punch. Positive framing on the other hand it says may work better in donor retention, where fundraisers are trying to build lasting relationships with donors who are already engaged with their causes.The discussion paper is the first in a series of six planned as part of the project, and looks at what the academic evidence says about the use of positive and negative framing in a fundraising context. It finds that while there is little existing research on the subject, what there is gives tentative support to anecdotal evidence from fundraisers – that sad images raise more money. It has been mainly researched and written by Rogare International Advisory Panel member Ruth Smyth, of charity creative agency BoldLight.Smyth points out that although fundraisers tend to understand positive and negative framing typically as referring to ‘happy’ and ‘sad’ images, the academic research considers framing as whether something is presented in terms of a ‘loss’ or a ‘gain’, such as: with positive framing, the positive impact your donation will have (e.g. 10,000 people can be saved from starvation), and with negative framing – what will happen if you don’t donate (e.g. 10,000 people will die of starvation).Smyth said:“What research there is lends tentative support the commonly-held practitioner belief that negative framing, especially sad imagery, elicits more donations through engaging people’s sympathy – and negativity bias means people pay more attention to negative information. Research also mostly supports the idea that negative imagery using sad faces tends to elicit more donations when there is little other information, or limited time to process this. But the evidence is not overwhelming.” Rogare’s director Ian MacQuillin said: Advertisement  148 total views,  2 views today AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to LinkedInLinkedInShare to EmailEmailShare to WhatsAppWhatsAppShare to MessengerMessengerShare to MoreAddThis9 AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to LinkedInLinkedInShare to EmailEmailShare to WhatsAppWhatsAppShare to MessengerMessengerShare to MoreAddThis9 Beneficiary framing examined in new Rogare papercenter_img Melanie May | 22 May 2018 | News Tagged with: Marketing research Rogare About Melanie May Melanie May is a journalist and copywriter specialising in writing both for and about the charity and marketing services sectors since 2001. She can be reached via www.thepurplepim.com.last_img read more

Guest Opinion | Jason Lyon: The Housing Crisis Demands Innovative Solutions, But We Must Consider Unintended Consequences

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Free.Get all the latest Pasadena news, more than 10 fresh stories daily, 7 days a week at 7 a.m. Subscribe STAFF REPORT First Heatwave Expected Next Week Name (required)  Mail (required) (not be published)  Website  California’s housing crisis is a complex problem requiring thoughtful and innovative solutions. So far, our representatives in Sacramento have failed to deliver. The legislature’s answer to the housing problem has amounted to a ham-handed effort to rezone every city in the state for multifamily housing. This myopic quick-fix has encroached on local control of our community and undermined years of painstaking city planning. Pasadena ought to demand more. Our housing solutions have to be multifaceted and interdimensional, taking account of the social, environmental, and economic consequences of our choices. We cannot solve one problem only to create another.One creative proposal being floated at both the state and local levels is to allow affordable housing on religious institution properties. When the idea first came before the Pasadena Planning Commission last year, I was inspired by the passion of the measure’s proponents and impressed with their out-of-the-box thinking. This is a great example of taking what we have and making the best use of it, marrying religious institutions’ mission of helping others with the community’s need for available land to build affordable units.At the same time, we have to consider the special limitations on government to regulate the activities of religious institutions. The First Amendment prevents governmental entities, including state and local authorities, from making any “law respecting an establishment of religion, or prohibiting the free exercise thereof.” The contours of the Free Exercise Clause have evolved over time and continue to be subject to a great deal of litigation. Before adopting by-right development of affordable housing on religious institution properties, we have to account for the constitutional limitations on the government’s ability to regulate church-owned properties.One particularly heated current First Amendment debate is the extent to which religious institutions are permitted to discriminate against lesbian, gay, bisexual, and transgender persons. Although the State of California prohibits housing discrimination on the basis of LGBT+ identity, it remains an open question whether the State has the power to enforce those statutes against religious institutions.Until recently, the U. S. Supreme Court held that a state could enforce a “neutral law of general applicability” even if that law had the incidental effect of burdening the free exercise of religion. A 2018 case, however, seemed to shift away from that principle. In Masterpiece Cakeshop, Ltd. v. Colorado Civil Rights Commission, the Supreme Court held that a state commission improperly enforced Colorado’s non-discrimination law against a baker who refused to provide a wedding cake for a same-sex couple. The Court stopped short of declaring that a state can never enforce such laws against religious adherents, but it found that special consideration must be given to religious objections even if the law is facially neutral and applicable to all.Then, last fall, a U. S. district court in Los Angeles dismissed a lawsuit against Pasadena’s Fuller Seminary, finding that Fuller is entitled to deny housing and admission to students on the basis of sexual orientation. The case is likely to end up before the Supreme Court. For now, the takeaway is that it is far from clear whether a state or local government can prohibit a religious institution from denying housing to LGBT+ persons.That uncertainty must give us pause before creating a special zone for church-owned housing.Another concern is the federal Religious Land Use and Institutionalized Persons Act of 2000, which prohibits local zoning authorities from “substantially burdening” the exercise of religion through land use regulations. Religious institutions have used the law to challenge seemingly routine land use decisions It is not far-fetched to imagine that Pasadena could find itself defending a religious discrimination suit for, say, making a discretionary decision to limit the height of a church’s planned residential development.California’s churches, mosques, and synagogues offer tantalizing opportunities to open up valuable land for the construction of affordable housing. With dialogue and collaboration between our elected representatives, stakeholders, and communities of faith, this could be one solution that works for all Californians. But we cannot create zones of lawful discrimination against a group of our neighbors who already experience housing instability at disproportionate rates. We also cannot create pockets of land that are beyond the reach of the local planning authority.One option may be to assist religious institutions that wish to develop affordable housing in transferring ownership of the affected parcel to a non-profit holding company with an expressly non-religious purpose. Other possibilities will likely present themselves as we continue the conversation.In the meantime, we must move with caution and not rush to solve one pressing problem only to create equally unacceptable downstream consequences.Jason Lyon is a commercial litigation attorney at Hahn & Hahn LLP and a member of Pasadena’s Planning Commission. Your email address will not be published. Required fields are marked * EVENTS & ENTERTAINMENT | FOOD & DRINK | THE ARTS | REAL ESTATE | HOME & GARDEN | WELLNESS | SOCIAL SCENE | GETAWAYS | PARENTS & KIDS Opinion & Columnists Guest Opinion | Jason Lyon: The Housing Crisis Demands Innovative Solutions, But We Must Consider Unintended Consequences By JASON LYON Published on Monday, March 1, 2021 | 2:56 pmlast_img read more