A Critique of the Accountability of NGOs in Fundraising in Ireland

This book makes a unique contribution to our understanding of the process of fundraising in Ireland. It critically examines the types and the meanings of the images used by International Irish NGOs in the process of fundraising. It assesses the rationale behind the use of negative images in fundraising. It constructs the donor public’s perceptions of the images, and demonstrates the long-term consequences of their utilization. The book also critically assesses some of the fundraising texts that are used alongside the images in the process of fundraising. Moreover, the book introduces the causes and consequences of the implementation of face-to-face marketing, an increasingly popular and aggressive fundraising method used by some NGOs in Ireland to raise funds from the donor public.