When charities engage in 'brand activism', research shows they must demonstrate bravery to attract donations
- Written by Zoe Lee, Senior Lecturer in Marketing, Cardiff University
Standing strong.Ground Picture/ShutterstockCharities often rely on “warm and fuzzy” images and “poverty porn” tactics to attract donations. But in recent years, some UK not-for-profits have shifted towards activism-driven campaigns.
Shelter’s 2021 Fight for Home campaign took a bold stand in support of the human right...







