Melissa Carlson is a postdoctoral fellow at Stanford University’s Center for International Security and Cooperation. She is a co-author of “Fundraising for Stigmatized Groups.”Espanol |
To maximize donations, emphasize needs, not rights
By: Katerina Linos & Laura Jakli & Melissa Carlson
While many NGOs emphasize human rights in their appeals to raise money, new research shows that it is much more effective to emphasize basic needs.