Communicating philanthropy: The media and the voluntary sector in Britain

Abstract

Whether in looking for resources or doing their work, voluntary and charitable organisations have always needed to publicise their existence. However, major changes in the role and funding of the sector in Britain have meant that the issue of publicity has gained particular salience. This article discusses these changes and provides preliminary findings from a large-scale investigation into media and public attitudes towards voluntary and charitable activity. It explores how voluntary activity is reported by mainstream news media, and how these presentations are framed by media professionals' perceptions of, and value judgements about, different types of voluntary action.

Promoting Philanthropy? News Publicity and Voluntary Organizations in Canada

“…The conflict between the sector's function and its funding (Deacon et al, 1995) suggests, however, that the need for voluntary groups to communicate effectively faces additional challenges beyond simply a restrictive policy environment. First, to obtain the support needed to continue fulfilling their missions, charities, that spending 45% of its energies and resources on lobbying and media relations is a productive expenditure then it should be free to do so.…”

“…However, these changes have also created new commercial opportunities for voluntary groups to promote their views and services (Deacon et al, 1995). In their survey of the Canadian voluntary sector, Zimmerman and Dart (1998) show that many charities and nonprofit groups are expanding their commercial activities by investing more finances in advertising, marketing, and other promotional ventures in order to expand their resource base and enhance their symbolic capital.…”

“…In their survey of the Canadian voluntary sector, Zimmerman and Dart (1998) show that many charities and nonprofit groups are expanding their commercial activities by investing more finances in advertising, marketing, and other promotional ventures in order to expand their resource base and enhance their symbolic capital. While these new opportunities may at first blush appear to level the playing field, the critical point that needs to be made is that their availability appears to be directly linked to an organization's ability to pay (Deacon, 1996;Deacon et al, 1995;Fenton et al, 1993). The Canadian government's amendment to the Income Tax Act in 2003, which created a sliding scale for spending on advocacy, was designed to alleviate the "hardship" and "negative impact on smaller [organizations]" of the 10% spending rule (Government of Canada, 2003).…”

NGOs in the News: The Road to Taken-for-Grantedness

“…Framing has also proven to be a useful tool in previous studies on nonprofit and nongovernmental organizations (Deacon et al 1995;Hale 2007;Ihlen et al 2015). For example, Deacon et al (1995) research media portrayal of voluntary organizations in Britain; Hale (2007) examines how the portrayal of nonprofit organizations in the media from using agenda setting and framing theories; and Ihlen et al (2015) investigate how NGOs develop and adapt framing strategies.…”

“…For example, Deacon et al (1995) research media portrayal of voluntary organizations in Britain; Hale (2007) examines how the portrayal of nonprofit organizations in the media from using agenda setting and framing theories; and Ihlen et al (2015) investigate how NGOs develop and adapt framing strategies. Prior research on legitimacy and media frames has shown that media evaluations affect normative legitimacy (Deephouse 1996;Zimmerman and Zeitz 2002).…”