Stereotypical Images in Charity Fundraising Distort Reality for Beneficiaries

Charity organizations often rely on poignant images to raise funds, but these images can perpetuate negative stereotypes about people living in low-income countries, creating a distorted view of their reality. Despite the pressure to avoid portraying beneficiaries in a stereotypical light, many charities continue to use these images in their fundraising materials. A study of 320 photos used by 32 of the largest global charities operating in the U.S. in March 2017 revealed that nearly all women pictured appear to be single, suggesting that no one who is married could deserve charitable support. The images also imply that men in developing countries, who are generally people of color, do not take care of their families.

Key Takeaways:

• 72% of women pictured in charity fundraising materials appear to be single, suggesting that no one who is married could deserve charitable support.
• 50% of images feature only children, with girls over-represented and no adults pictured, giving the impression that they might have been abandoned.
• 25% of fundraising photos featured women who were feeding their infants or visibly taking care of their children, suggesting that no women in developing countries work outside their homes.
• 7.5% of images were of women with no men or children around, perpetuating stereotypes about the role of women in low-income countries.
• Only 4% of images included what appeared to be two parents belonging to the same family, highlighting the lack of representation of nuclear families.
• NGOs tend to blur the background in these photographs, emphasizing the eyes of children, especially girls, who are usually looking at the ground.
• The facial expression and body language of children in these images can imply a sense of subservience toward the intended audience.

Statistics:

• 320 photos of charity fundraising materials were studied, featuring images from 32 of the largest global charities operating in the U.S.
• 25% of the images were used by Save the Children, a nonprofit seeking to improve child health, education, and protection in low-income countries.
• 7.5% of the images were of women with no men or children around, while 50% of the images featured only children.
• 72% of the women pictured in charity fundraising materials appear to be single.
• 25% of fundraising photos featured women who were feeding their infants or visibly taking care of their children.
• Only 4% of the images included what appeared to be two parents belonging to the same family.

Sources:

• The Conversation -- USA -- By Abhishek Bhati, Assistant Professor of Political Science, Bowling Green State University
• Charity fundraising materials often include stereotypical images of life in low-income countries.
• Mlenny/E+ via Getty Images
• Abhishek Bhati does not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and has disclosed no relevant affiliations beyond their academic appointment.
• Many global charities refrain from 'poverty porn' imagery to raise money from donors, but stereotypes still distort their pictures -- https://theconversation.com/many-global-charities-refrain-from-poverty-porn-imagery-to-raise-money-from-donors-but-stereotypes-still-distort-their-pictures-171576