For decades, fundraising appeals for international aid were fronted by high-profile people – newsreaders, charity ambassadors, celebrities. But recent times have seen charities such as WaterAid, UNHCR and Amref Health Africa change the narrative by giving agency to those with lived experience to tell their own stories. New research featured in the cover story of this edition highlights that this authentic approach to storytelling generates the same, if not more, donations.
The in-depth interview this month is with event director at London Landmarks Half Marathon, Lia Fyles, on ambitions to grow the event over the coming years to 25,000 runners and hit the £100m raised landmark.
Other articles look at how to create meaningful engagement through in-person activations, and offer insight into Parenta Trust's Maidstone to Monaco rally.
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