"In this phase of our research on charity advertising, we aimed to examine how INGOs represent distant others in direct mail communications compared to newspaper advertisements, building on findings from earlier studies. While the direct mail format offers greater potential for nuanced storytelling, ... our analysis reveals both continuity and emerging shifts in the dynamics of charity advertising, underscoring the complexities of this medium. Positive developments include an increased attribution of images to their creators, a practice that will gain significance as AI-generated content becomes more common. Additionally, the decline in pitiful imagery in direct mail compared to newspaper advertisements signals progress toward more ethical representation. These trends highlight incremental yet noteworthy changes in visual storytelling. However, the continued overrepresentation of Africa across direct mail and newspaper advertisements raises critical questions about the motivations and strategies driving charity communications. This trend suggests a potential disconnect between visual narratives and operational realities, warranting deeper scholarly exploration. Similarly, the persistent focus on health as the dominant subject matter—often at the expense of narratives on education, economic infrastructure, or capacity-building—highlights the emphasis on short-term relief over long-term development. Thus, while there is evidence of progress, charities must strive to balance their visual narratives against operational realities. The necessary shifts highlighted will require significant overhaul at strategic levels but are vital not only for fostering a more informed and engaged donor public but also for advancing ethical and equitable representations of development and the Majority World." (Conclusion, page 22) more

"We are pleased that this project has provided evidence indicating an improvement in the representation of distant others in INGO adverts. On the whole, there is a marked difference in the organisation of cast and characters present in charity’s communications imagery and pitiful images are nearly ... entirely absent, while individuals are presented more as named than unnamed. Slightly fewer photographers received credit for their images. The bulk of images however continue to be from/about African nations, presented largely in rural settings. Although whole family units continue to be grossly under-represented, almost entirely absent, more men are featured in charity adverts in the period under review. Indeed more MW leaders are depicted, which is a good break away from what was obtainable previously, although it is difficult for us to know in what capacity leaders from both worlds are presented. Furthermore, considering recent trends in celebrity humanitarianism and the use of celebrity ambassadors, it is surprising that there are no portrayals of such from the majority world. This could be argued to be a missed opportunity for INGOs to re-present a different image of the global south." (Conclusions, page 26) more

"This project demonstrates that there is another way of gathering and sharing the stories of people living in poverty around the world. Until now, there has been much positive and enthusiastic discussion amongst INGO communications and fundraising professionals about how to change the way we tell st ... ories, but no one has ever put their money on the line to test whether participant-led fundraising is possible [...] Conclusions: Participant led fundraising appeals can be as, or more effective at raising funds than charity led appeals [...] Stories produced by people from the communities in which the programmes are happening can create a stronger emotional bond with donors [...] Participant led stories feel more authentic to donors [...] It is not necessary to outline to a supporter their role when communicating an issue [...] Participant-led storytelling challenged some of the saviourist narratives INGOs are accused of perpetuating, with both participants and donors recognising this and reacting positively." (Conclusions, page 24-25) more

"Across the board, respondents called for NGOs to diversify their strategies. As well as children, they wanted to see images of parents and grandparents, local development workers and doctors, for example. They highlighted the importance of maintaining the dignity of the individuals portrayed, espec ... ially when depicting children and called for more sharing of stories to give those presented in images identity and agency. Respondents also talked about where they would draw the line, and many agreed that images of nudity and violence should not be used. It was also clear that some images that are used by INGOs to get a specific message across – for example the image of an older African man drinking beer – may get lost in translation when viewed by a person in a completely different context." (Conclusions) more