Charities 'should get angry a bit more,' says Tony Elischer

They should even consider bad language, says head of Think Consulting Solutions

Charities should consider being more angry and more outspoken in their communications, delegates at the International Fundraising Congress in the Netherlands have been told.

In a talk about the future of the sector, Tony Elischer, director of Think Consulting Solutions, said charities needed to be more closely engaged with the way people communicate in the real world.

"Real people are gritty, direct, outspoken and rebellious," he said. "It wouldn't be a bad thing for us to get angry a bit more."

He said the Bollocks To Poverty campaign by development charity ActionAid was an example of bad language being used effectively by a charity.

Charities should also do more campaigns that targeted women, according to Elischer. He said women responded well to adverts that spoke to them directly, such as those by the charitable arm of the cosmetics firm Dove, and were a solid source of income for charities.

Charities should be more willing to give major donors "elite, VIP privileges" such as improved access to information about how their money was being spent, he suggested. "There's a tendency in charities to treat everyone as an equal," he said. "But if people are paying more, you should give them more."

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