What influences giving to international development?

New UK research suggests that at times of public cynicism with governments’ international policy, NGOs and others must communicate clear and positive messages to supporters. The research is part of a programme studying what determines giving to development, funded by the Economic and Social Research Council (ESRC), the UK’s academic research funding body.

It found negative perceptions of international aid fuelled by the media, misunderstanding and misinformation. Stories of developing country corruption and mismanagement particularly appeared to inhibit giving. One participant worried about giving ‘because there are so many corrupt governments out there. I wonder how much is actually going to get to the starving’.

Lack of visible evidence of the impact of aid and cynicism about government commitment are also important. Celebrities like Bob Geldof are significantly more influential and trusted than governments, in spite of initiatives such as the UK’s Africa Commission. But government actions and attitudes also have a positive effect. ‘When they have these G8 summits …and say “we’ll put x amount to global warming, x amount to Africa” … you can think “they’re doing something; maybe I should do something”.’

Good information and communication is particularly vital in international fundraising. The research showed international donors have a distinct profile: they are more highly educated, are from higher social groups, and make bigger gifts than donors to other causes. NGOs need to look at how government policy, NGO campaigning, messages from iconic figures and media reporting might interact as a network of influences. Governments could help by depoliticizing development activity more, facilitating direct donor-recipient connections, and publicizing solutions and successes.

Cathy Pharoah is Visiting Professor of Charity Funding, Centre for Charity Effectiveness, Cass Business School, London, and a member of the research team.Email cathy.pharoah@thirdsp.co.uk

For more information
See R Atkinson (2007) Public Attitudes to Overseas Giving: Does government make a difference? http://eprints.soton.ac.uk/48324/0

J Micklewright and S V Schnepf (2007) Who Gives for Overseas Development? http://eprints.soton.ac.uk/48329