Last week I received an envelope in the mail from the Foundation for International Community Assistance, or FINCA, which consisted of three photographs of women presenting a form of livelihood to the camera, and a letter from FINCA president and CEO Rupert W. Scofield informing me about “micro-entrepreneurship,” “village banks,” and how my “donation of $50 or more” can empower poor women like “Dominga” and “Robinah” (not pictured), whose brief tales of former woe and current hope are offered up as proof of FINCA’s commitment and success.
As an experienced communications manager and advisor in the non-profit/NGO sector, I’m very curious about these kinds of promotions. When I see something like this, there are 5 things that immediately come to mind:
1) Who are the women (and the child) in the photographs?
2) Who is the photographer(s)?
3) Under what circumstances were the photographs taken?
4) Does the letter inform me of how my donation is managed/governed?
5) Am I encouraged to seek out more information before becoming a donor?
So how did FINCA do with respect to these five benchmarks?
Continue reading “FINCA: Exploitative Fundraising or Successful Direct Marketing?”
Richard Alexander Johnson 