Why Don’t You Donate for Syrian Refugees? Blame Bad Marketing
If you donated to Charity: Refugee, you would be told precisely what you’re buying — two blankets, say,
and 12 meals, as well as three picture books — and then you would receive photos of those exact supplies in refugees’ hands, something most charities don’t do because they don’t want to be constrained in how funds are spent.
Instead, it showed a smiling child holding a "Future Doctor" sign, and proclaiming
that "all of us sharing a little more can make a big difference." It sought donations to "educate the next teacher, farmer or doctor." "The second ad was a huge success," Mr. Hudson told me.
How do we know when things are getting better?" If Charity: Water were to start a campaign for Syrian refugees,
it would most likely feature a photo of a child who has carved out a successful life in the chaos.
Scott Harrison said that When we started, the biggest problem was that my friends said giving to charity was really depressing,
Amanda Seller said that With an earthquake, it’s easy; everyone is an innocent victim, and they have a problem that will eventually end,
Only use mottos that people would want to wear on T-shirts." One of Charity: Water’s most successful marketing appeals
tells the story of a 15-year-old named Natalia, the president of a water committee in her village in Mozambique.