Fundraisers and programme delivery staff seem to have very different ideas about how the people they’re trying to help should be portrayed – or ‘framed’ – in marketing materials. They’ve even been described as being at ‘opposite ends of the ideological spectrum’, with programme staff sometimes claiming the moral high ground as protectors of beneficiaries’ dignity, while fundraisers are accused of using unethical images just to raise money. This session will look at two aspects of this debate.

First, DTV's Derek Humphries talks about the results of recent research by Save the Children that asked beneficiaries what they actually think about their portrayal in fundraising materials. Then, Ian MacQuillin, of the think tank Rogare, looks at the ethical issues involved. Because if the fundraising doesn’t work, beneficiaries’ dignities can’t be protected.

Derek Humphries


DTV Group

Derek Humphries is a director at DTV Group, and a Creative Strategist working with great causes worldwide. He discovered he was a fundraiser during 14 years at Burnett Associates, nine of them as MD. Then, after one of his many hippy career breaks, he spent five years as a director at THINK before joining DTV. Prior to all this, he was an artist. Obviously. He lives in The Netherlands, coaches soccer, rants on Facebook, and is a trustee of the Galapagos Conservation Trust.

Ian MacQuillin


Rogare, the fundraising think tank at Plymouth University

Ian MacQuillin is director of Rogare, the fundraising think tank at Plymouth University, where he edits the Critical Fundraising blog and is studying for a PhD, exploring the fundamental drivers of stakeholder objections to fundraising. He has worked in fundraising since 2001, as editor of Professional Fundraising, account director at TurnerPR, and head of communications at the Public Fundraising Regulatory Association, all in the UK