Download: Dignity Without Dilution: A Blueprint for Ethical Creative in Fundraising

Drawing on several years of nationally representative UK research and over 6,000 survey responses, Dignity Without Dilution is Blue State’s guide to what donors actually think about the types of images used in fundraising, and what that means for performance. The report includes the research and case studies from Blue State clients who have successfully evolved their storytelling to centre empowerment, dignity and empathy to drive fundraising results.

Some key findings from the research:

  • Stereotypical imagery has tipped. It’s still the most likely to drive expressed donation intent (32%), but more people say it would put them off giving (36%), making it net-negative.
  • Imagery of visible impact/local teams offers a robust way through. Images showing local staff, community leadership, and tangible impact drive the second-highest donation intent (26%) while deterring the fewest donors (22%), and score highest on dignity and realism.
  • Neutral/positive imagery alone isn’t enough. Without visible need or programmatic context, neutral and positive images were the least motivating (17% donation intent)—a caution for organisations overcorrecting away from stereotypes.
  • White saviour imagery is harder for donors to read. It deters the fewest donors on the surface, but qualitative responses reveal discomfort with the power dynamics it suggests.
  • AI-generated images are a growing trust problem—51% of respondents said they would not donate to a charity using AI imagery in marketing, up from 41% the previous year. This means any use of AI in fundraising needs to have explicit disclaimers and a rationale to maintain donor trust.

The report includes the full data, qualitative insights, and five practical recommendations for charities navigating ethical fundraising, plus case studies from successful empathy-led campaigns.

Download this complimentary report by filling out the form.

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Blue State is a values-led strategic, creative, campaigns, and media agency working with organisations seeking to make a positive impact, including Save the Children, UNHCR, WWF, International Rescue Committee, Greenpeace, Plan International, and UNICEF.

Questions or feedback? Get in touch at [email protected].