It’s Responsible Business Week in the UK, which aims to get all sorts of enterprises to share what they’re doing, and all of us to demonstrate how we’re working together “for a fairer society and a more sustainable future.”
As blog editor at London’s newest Impact Hub in Brixton, I’ve persuaded three of our members doing business differently to take time out of changing the world to explain what goes on behind the scenes.
Whatever you might think of Bill and Melinda’s pro-aid stance (and there are many who disagree), the Gates annual letter is a well-crafted communications piece (mostly). Here’s what it does right:
It creates a buzz.
Not easy for a publication these days. Of course, the authors are pretty well-known and have lots of money (they’ve handed out over USD 28 billion to date); they don’t exactly have to fight to be heard. Continue reading “Dear reader”→
Somewhat daunting to find myself speaking right after someone with three honorary doctorates and a knighthood last week – especially when Noerine Kaleeba opened her talk wondering why anyone would use Powerpoint (‘Where is the power… and where is the point??’). Needless to say, the rest of the day – a seminar on HIV prevention organised by my former employers, BTC – was somewhat Powerpoint-heavy (presentations, including mine, available on their website).
Which image of Africa would you rather see: skeletal, abandoned child, or healthy-looking working family?
Most people would say the latter; certainly most of those in the aid sector – some of whom were discussing this at the recent PICS festival – now consider the starving child images not only unethical, but also unhelpful. They’re “not effective”, is the general view.
But effective for what? Fundraising appeals today still deploy the same imagery, and the same language, as they did in the 1980s, when “poverty porn” made it to the mainstream with the Ethiopian famine hitting our headlines. That’s not only an indication that we’re seeing the same problems as we did three decades ago; it means we’re also stubbornly looking at them in the same way.
I hate wasting anything – time, food, money – so it drives me mad to see official publications, nicely designed and translated and distributed, that read like a copy-paste of an internal report. Or websites that leave you re-reading sentences and clicking through pages before you can understand what they actually do. It doesn’t matter how glossy or cool it looks. Overuse of jargon, heartsinkingly long paragraphs, and vague sweeping statements instead of actual facts – it’s a wasted opportunity to tell your taxpayers, partners and public what you do, and why it matters. Continue reading “How to tell it”→
There’s an unusual fundraising idea coming from a German NGO. Check out “Afrika Kicker”:
I love the idea, and the originality of it – not to mention how they are combining online promotion tools with (hurrah!) physical interaction and donation-gathering. I like that they’re making it less about donating and more about playing. But of course… how effective is it really? Is it all worth it, for the limited number of 2-euro coins you can actually get from this? Or is it, more than anything else, something that just looks cool, and – as one campaigning colleague suggested, “a playground for the agency who tends to win creativity awards”? Continue reading “Kicking ass”→