Saturday, 27 July 2013

What Do Charities Want?

 It is a truth universally acknowledged that a charity, in possession of a good fortune, must be in want of awareness raising.

I'd like to apologise to Jane Austin for that, there really was no good reason for me to savage that quote...

Well, there was...

Because anything to sugar coat the next bit of information is good.

If you work for, in or around a charity in any territory you want to raise awareness, and any journalist working in any territory couldn't care less.

Seriously, there are small patches of mildew on a face cloth, in a bathroom on the outskirts of Baku, that hold more interest for the average journalist involved in daily news media. Each and every one of them could programme a radio station or fill a newspaper with the stories from charities that want to raise awareness... and no one would care.

The big problem is that this is what a charity is for; to raise awareness of their chosen cause, it's built into the organisational DNA of 'Charity'.

So how do you get round this?

You supply stories, you supply comment of current issues, you supply heart breaking case studies, you supply NEWS.

The fact that you're trying to 'raise awareness' is the last thing you should say.

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