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The Importance of Empathy in Charity Marketing
The identifiable victim effect first written about I think by Paul Slovak. Studies show that if a charity is sort of doing their marketing and they show a picture of thousands of people suffering the likelihood of connecting with a donor in terms of giving is limited. If it shows a single child you can relate to that and then feel as if you're helping someone versus the unnamed masses yes this is known as the identifiable victim effect but yeah it's a huge problem.