Time to take the entertainment out of charity messaging?

Celebrity specials, red nose days and social media challenges are increasingly favoured by charities keen to avoid hard-nosed, shock tactics. But is relying on entertainment the right approach?

Our consultant Ollie Bingham argues that the most effective charities play on our desire and aspirations, telling motivating stories that provide potential givers with something optimistic to aim for.

Read the full piece in The Drum.