Podcast "Philanthropy in question(s)" - Episode 15
"Unpopular causes" - Alison Body et Beth Breeze
Can "unpopular causes" achieve fundraising success?
In this episode, Anne Monier introduces you to an article by Alison Body and Beth Breeze entitled "What are 'unpopular causes' and how can they achieve fundraising success" (2016). The researchers attempt to define what "unpopular causes" are and how the organizations that support them can maximize their philanthropic reach.
This podcast is only available in French.
The four main ideas of the article:
In this episode, Anne Monier revisits the main ideas developed by Alison Body and Beth Breeze in their article :
The notion of how unpopular a cause is is subjective and socially constructed.
Donations are unevenly distributed among causes, so you have to aim right for your target.
It is possible to be a successful fundraiser even if you see yourself as an unpopular organization or cause.
The authors then offer a list of five fundraising tips for organizations that think their causes are unpopular.
➡️ Listen to the whole episode to find out more!
Other articles on the topic
Body, A., Breeze, B. (2016). What are 'unpopular causes' and how can they achieve fundraising success?, International Journal of Nonprofit and Voluntary Sector Marketing, 21 (1), pp. 57-70
Anheier, H. K. and Toepler, S. (2019). Policy Neglect: The True Challenge to the Nonprofit Sector. Nonprofit Policy Forum, vol. 10, no. 4
Breeze, B. (2013). How Donors Choose Charities: The Role of Personal Taste and Experiences in Giving Decisions. Voluntary Sector Review 4(2): 165–183
Sneddon, J. N., Evers Uwana, L. J. A. (2020). Personal Values and Choice of Charitable Cause: An Exploration of Donors’ Giving Behavior, NVSQ
Belle, J., Cornelius, M. (2013). Underdeveloped: A National Study of Challenges Facing Nonprofit Fundraising. Compasspoint.
Arthur Gautier, "Les huit motivations du don", Linkedin, 2018
Arthur Gautier, "Les motivations du don", Infodon, 2021
Other episodes with related themes
Fundraising in Times of Crisis, John Godfrey & Alexandra Williamson
Fundraising and social networks: the case of Facebook, Abhishek Bhati & Diarmuid McDonnell
Philanthropy in the Media, Matthew Hale
Giving to the causes of women and girls, Dale, Ackerman, Mesch, Osili and Garcia
Listen to all episodes of our podcast "Philanthropy in Question(s)"
Every last Wednesday of the month, in an episode of about 10 minutes, we share the discoveries of a researcher on philanthropy in France or internationally, all disciplines included. The goal? To give research a place in everyday life, to contribute to critical thinking and to shed light on societal issues through the prism of philanthropy. Dive with us into the heart of research on giving!
Also to be discovered: "Towards Strategic Philanthropy"
Based on interviews with philanthropists and professionals in the philanthropy sector, this podcast from the ESSEC Philanthropy Chair introduces you to the 5 key dimensions of philanthropy strategy: value, logical framework, style, time horizon and vehicle. The embodiment of the learnings from the book Towards Strategic Philanthropy published by Peter Frumkin, Anne-Claire Pache and Arthur Gautier at Odile Jacob in 2020. To your headphones!
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