Report Launch - Who Owns the Story? - Live financial testing of charity vs participant led storytelling in fundraising

  • Jess Crombie (Speaker)
  • Girling, D. (Speaker)
  • Maureen Cherongis (Speaker)
  • Rachel Erskine (Speaker)
  • Patrick Malachi (Speaker)

Activity: Participating in or organising an eventPublic lecture/debate/seminar


This session explored what the impact would be if INGOs enabled those they seek to help (contributors/communities) to have editorial control over what story is told, and how.

In this session covered:

- new ideas and approaches to help tell contributor’s stories authentically and responsibly to engage audiences and raise funds.
- the results of a live test where two fundraising packs went head-to-head to test charity led versus contributor led stories.
- access to new data about supporter responses to different types of fundraising communications.
Period18 Mar 2022
Event typeConference
LocationLondon, United Kingdom
Degree of RecognitionInternational


  • charity advertising
  • charity fundraising