Woke

• And more recently, during Pride month (June), charities including the Worldwide Fund for Nature changed their logos to a rainbow to signal their LGBTQ+ allyship.
• But our recent research shows they could risk creating the perception of hypocrisy with such strategies.
• Charities that want to use brand activism need to be wary if they want to attract donations rather than backlash.

Charities need to adapt to survive

• After all, they are what is known in academic research as “higher purpose natives” – organisations with civic engagement at their core.
• Furthermore, the awareness and visibility of charities are diminishing – research shows fewer people are able to recall the name of a charity when asked.
• Charities are also constantly faced with the need to prove their legitimacy as the public raises questions about their transparency and trustworthiness.
• To adapt, survive and make sure their messages are also heard, charities can reposition themselves as movements and start to speak out to honour their core missions.

‘Brand bravery’ is essential to support activism

• Our new research shows that “brand bravery” is key to successful brand activism campaigns in the not-for-profit sector.
• Bravery means brands must stand up for – and communicate – beliefs and values, even if it requires courage and risk-taking.
• We found that, without brand bravery, brand activism negatively impacts donors’ actions and feelings towards the charity.

From ‘warm’ to ‘warrior’

• The humanitarian sector is perceived to have grown out of a colonialist and racist past, which has cultivated a “white saviour mentality”.
• When charities make the move away from being “warm” to being “warriors”, they are raising funds for their own causes.

• RALEIGH, N.C., April 21, 2022 /PRNewswire/ -- Education First Alliance (EFA) and Citizens for Renewing America (CRA) today announced it will host its annual Make Education Great Again (MEGA) Conference in Charlotte on April 30th for parents, activists, school board candidates, and lawmakers.
• "In that spirit, MEGA invites people from the pro-parent movement to come together to brainstorm how to build a coalition to remake America's broken education system."
• At MEGA, the growing community of American citizens keen on reforming the public education system will gain insight, knowledge and resources to bring their efforts to fruition.
• Keynote speakers will be internationally recognized author James Lindsay, known for his relentless criticism of "Woke" ideology, and Max Eden Bestselling co-author: Why Meadow Died.

• ATLANTA, Nov. 10, 2021 /PRNewswire/ -- Actor and comedian Lamorne Morris has been named 2021's Sweetest Man Alive by Edible , the world's largest franchisor of fresh fruit arrangements and other sweet treats.
• The Sweetest Man Alive recognition is the manifestation of the brand's philosophy as well as social commentary.
• Edible pioneered the edible fresh fruit arrangement and now offers fresh fruit smoothies, fresh produce boxes and baked goods both online and at over 1,000 Edible locations worldwide.
• "I'm truly honored to be named Edible's Sweetest Man Alive," said Morris.

• About a week ago, the Giving Map team woke to a map that was more than half red.
• Counties colored purple on the map have the highest rates of COVID-19 infection, more than 500 cases per 25,000 in population.
• With all this in mind, we would like to add our voice to the calls to reconsider holiday travel, said Tess Gadwa, program director of GivingMap.org.
• If our map gets one unknowingly infected person to stay home for Thanksgiving, we could save lives.