Pictures of me: user views on their representation in homelessness fundraising appeals

摘要: There is a long-standing ethical debate regarding the ‘right’ representation of recipients in charity marketing materials that are intended to accurately define and represent social problems whilst also prompting maximum response voluntary income. The study presented this article makes contribution by highlighting views beneficiaries their fundraising campaigns. Drawing on data from five focus groups conducted cities across England, we explore young homeless people images homelessness appeared major campaigns aimed at raising money fund services. Participants displayed high level reflexivity, demonstrating they understood issues involved with perceptions like themselves exist public sphere consciousness potential donors. Although participants held view maximising revenues through use simple, eye-catching prime goal fundraising, expressed desire for more nuanced tell dynamic stories how become imagery elicits empathy rather than merely arouses sympathy.