Media sees fundraisers as 'unprofessional', says Max Clifford

The PR expert tells the Institute of Fundraising that some fundraisers 'do more harm than good' when approaching journalists

Max Clifford
Max Clifford

Fundraisers are often viewed as unprofessional by the media, the public relations expert Max Clifford has claimed.

In a short interview with the Institute of Fundraising, recorded before his appearance at this year's IoF National Convention in July, he was asked why face-to-face fundraising gets a rough ride in the media and what mistakes charities make with their PR.

"There's a multitude of reasons why fundraising and people who have been fundraising have been criticised in the media," he said. "Mainly it's because journalists find so many of them unprofessional."

When approaching journalists with a story, said Clifford, it was important for fundraisers to present things in the right way.

"There's an awful lot of people out there that are well-intentioned but probably do more harm than good," he said.

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