User views of fundraising : a study of charitable beneficiaries' opinions of their representation in appeals

"This paper presents the findings of a study exploring the views of charitable beneficiaries on literature that is designed to appeal to donors. Ethical questions raised by using images of beneficiaries in fundraising materials have been a matter of debate for some time, but such debates normally only include the opinions of ‘powerful’ voices such as charity leaders, moral philosophers and media commentators. This research extends the parameters of the debate by canvassing the opinions of those depicted, to ask: what do users think of the images of themselves found in fundraising appeals?" - executive summary