During our last class period, we looked at organizations that attempt to aid developing nations. One thing that came up in discussion a lot was how the marketing was set up. There was a lot of hating going on about the marketing strategies that these organizations use. For example, one of the things you could choose to donate to was giving hope to young girls in the developing world. People took issue with this one, I think, because how do you put a monetary value on giving hope? This is a fair question. But I think that as far as how it was advertised, it made sense. It appealed to our emotional side, making us want to click the donate button, thus providing services for these young girls. I think that what people need to look at if they have issues with the way the marketing and advertisement of these things are put together is why it’s put together like this. The marketing and advertisement industry is designed around getting us to buy into products. We, the consumer, dictate how marketing and advertising is set up, we’re the ones who drive the industry. So I think that what people need to focus on is why these sites are set up like this and what that says about us as people. If we don’t like the way things are advertised, we don’t buy them. We have the power to change these things.
People also had issues with the question of whether these sites are actually going to help those individuals in the developing world. I think that clearly, these organizations do help. If you provide someone with a goat or cow, not only do they have an animal that they could slaughter, but they also have an animal that can help provide for them economically. You can sell the milk or cheese, thus allowing the individual to increase their income and increase the nations economy.
My biggest issue with organizations that do things like this is that there’s a lack of education for the person who’s doing the donating. They understand that these people they’re giving their money to need help, but not necessarily why they need help or what events contributed to their current state. Some organizations do better than others when it comes to educating their consumers and I think that more groups need to place an emphasis on education. Getting people involved in the bigger issues will help us solve them.
Sarah,
ReplyDeleteThough we ("Blue Team") have not gotten to NGOs and other means towards development, yet (here's to Tuesday!), I thoroughly enjoyed your post. It really speaks to the emotional appeals of advertising, and as humans, sometimes our emotions work quicker than our logic, especially in terms of purchases.
Yet, as you mentioned, such impulsive thinking is not always best. Giving to charities blindly is like voting uninformed or only learning the tourist phrases of another language. It separates the donor from the recipient and breaks any attempt at solidarity.
There are numerous “quick” marketing techniques to satisfy any “social activist” out there: the FEED bag, “feed a child with just one click” (the Hunger Site), and the (RED) charity for HIV/AIDS. Of course, these methods are great because they raise awareness. However, it places much emphasis on consumerism. People are rich in other ways, too, whether in spirit, in skills, or in knowledge. Donating time may “cost” more, but in the long run, it may be the solution to an educated and involved populace.
~Rachael W.
Thank you for the comment Rachael! There are a lot of quick marketing techniques out there and I don't have a really huge issue with what they're doing. In the end they really are benefiting people who need it, but I really wish that those organizations that do utilize these quick marketing strategies would also emphasize education on the issue they're trying to help solve.
ReplyDeleteI also agree with you, while donating time may cost more, I remain it does a lot more the person giving and receiving. Seeing these tough issues first hand really opens your eyes to the reality of it, it makes you realize that a lot of what is being done is just putting a band aid on these huge issues. I also feel that it really changes people's mentality once they see the issue first hand, the experience makes you want to find a lasting solution, you're no longer satisfied with the quick marketing approach alone!