Survey finds public want media to highlight emergencies sooner
Howard Lake | 14 August 2007 | News
Research from CARE International has found that almost three-quarters (74%) of Britons think that it is the media’s responsibility to inform them about emergencies earlier, so that they can donate if they wish to. In addition, 68% would rather give money in advance of an emergency to prevent it than donate after the event.
According to the survey, news and current affairs reports are the second largest motivator to donate to an emergency, after fundraising by friends and colleagues.
The survey also revealed that 67% of people want to be told more about what happens in the long-term to people affected by an emergency.
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Alastair Stewart, newscaster and patron of CARE International UK, said: “news editors must sit up and listen to what the public want to hear about. The media has a responsibility to look for new ways of reporting emergencies, particularly food crises, before they reach their peak and after. Not only for the public who demand it, but for the children and families that this will help to shelter from the worst effects of emergency – deepened poverty and death.”
Carol Monoyios, marketing director of CARE International UK, added: “It is heartening that people want to know about and understand emergencies. This survey reveals the crucial role of the media in finding ways to satisfy this public interest, and of aid agencies in encouraging action.”
The research was carried out by BMRB Omnibus Surveys using computer assisted telephone interviewing of 1,003 nationally representative adults aged 16 or over in Great Britain. Data collection took place from 13 – 15 April 2007.
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.