Journal Article


Small stories in charity fundraising letters and the ethics of interwoven individualism

Abstract

The explicit imperative to “tell a story” recently dominating UK and USA fundraising sector discourse refers specifically to the central compelling ‘story’ of the representative victim/beneficiary, and yet there are multiple stories at work in charity fundraising letters, with interdependent narrative trajectories. This article draws on small stories research (Georgakopoulou 2015), and on scholarship on storytelling and ethics (Meretoja 2018a; Shuman 2005), to explore the relative narrativity of the stories within charity fundraising letters and their marked contingence upon lack of resolution. This article also disentangles and investigates the interactions among the stories of the representative beneficiary, the addressee as potential donor, and the charitable organization. It discusses the affirmation and exploitation of Western neoliberal individualism in the selective spotlighting of an individual beneficiary, and in the individualized appeal to the addressee. It discusses the tensions between the charitable organization and the addressee as competing contenders for the archetypal role of the ‘hero’ in the narrative of the victim/beneficiary, and reflects on the ways in which the complex narratives of supra-individual social processes involved both in the causes of suffering and need and in their alleviation are downplayed in the service of more impactful individualistic narratives.

Attached files

Authors

Macrea, Andrea

Oxford Brookes departments

Department of English and Modern Languages

Dates

Year of publication: 2022
Date of RADAR deposit: 2022-01-24


Creative Commons License This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License


Related resources

This RADAR resource is the Accepted Manuscript of Small stories in charity fundraising letters and the ethics of interwoven individualism

Details

  • Owner: Joseph Ripp
  • Collection: Outputs
  • Version: 1 (show all)
  • Status: Live
  • Views (since Sept 2022): 226