Alice Delemare, campaigns adviser, Bond Julius Honnor, digital manager, Bond Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

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Empathy vs Sympathy
Do communications that draw on pity
undermine long-term engagement?
25 February 2016

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Three BIG barriers to public support
CYNICISM DISTANCE FUTILITY
There is widespread
agreement among
the public that there
has been no
progress in
developing countries.
Most people do not
have any connection
(and little empathy)
with the world’s
poorest people.
Very few believe
that their actions
can have any
impact on these
problems.

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The Narrative Partners

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A Comprehensive Approach
Analysis
Perception
shifts
Advocacy
actions
Propensity to
donate
Post-
research
Create the
narrative
Market Test
Sector
Adoption
Quantitative
1200
person online
interviews
per country
Engaged Public
sample
Qualitative
Focus groups
with stimulus
Pre-
research
Audit existing
research
Create
arguments
to test
The primary objective was to learn something new about
how to
change public attitudes – rather than greater
understanding of existing attitudes.

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Audience Insight
The Engaged Public in the UK represents less than
a third of the population

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Engaged Audience Breakdown
Supporters (41%)
• Take an active interest
in global development
• Positive about
achievements
• Well educated and
liberal
• Have taken action on
the issues
• Consume a lot of news
media
Swings (47%)
• Undecided – they
question what is being
achieved in development
• Some are overwhelmed
by the issues facing
people in poorer
countries
• Would consider taking
action but unsure about
how they can help
• Slightly younger than
Supporters
Sceptics (12%)
• Sceptical about
development
• Economically rather
than emotionally
driven
• Older
• More small ‘c’
conservative in their
views

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The Opportunity
Within the Engaged Public we can potentially
double our base of support

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The Narrative Approach

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Narrative Project in Practice

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Key Findings
• No difference in average
donation across treatments
• Respondents spent more
time looking at empathy
appeal
• The appeals produced
significantly different
emotional responses,
which affects outcomes
“I would give to the
Future Doctor
campaign. Simply
because it’s
offering a vision of a
potential bright future.
The 2nd campaign is
harrowing but it could be
seen as a lost cause.”
Steve, 41, On the Fence

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Restless Development

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Summary
1. Values vs Facts
2. Empathy vs Sympathy
3. Reframing ‘need’

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Discussion – in small groups
• What are the key learnings from the Narrative
Project that you could apply to your organisation
or issue?
• What are the main challenges, barriers and
questions?

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Thank you
www.bond.org.uk/public-support
Alice Delemare, campaign adviser
@alice_delemare
Julius Honnor, digital manager
@juliushonnor
Regent’s Wharf • 8 All Saints Street • London • N1 9RL • United Kingdom
+44 (0)20 7837 8344 • bond@bond.org.uk • bond.org.uk

19. Visit the CharityComms website to
view slides from past events, see
what events we have coming up
and to check out what else we do:
www.charitycomms.org.uk

20. Conference
25 February 2016
London
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