Because fundraisers deal day in, day out with dramatic, emotional, often life and death issues there is more scope for innovation and creativity in fundraising communication than in almost any other area of commercial endeavour. But what are the implications for the donor experience? This project will seek to define both the potential and the desired standards for creative endeavour and also to define the ethical dilemmas around creative messaging with a view to improving understanding of what donors might find acceptable and unacceptable.

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