BA
(Hons.) GRAPHIC DESIGN
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Level
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6
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Module Code:
OUGD603
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Module Title:
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Learning Outcomes:
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BRIEF TITLE: CHARITABLE?
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Brief:
Create a booklet listing and examining
a variety of well-known charities alongside less prolific ones. Charities
will be ranked according to profit/non-profit status, percentages of revenue
spent on the actual cause, sustainability of aid provided, and other
parameters. Where possible, information graphics should be used to
communicate broader trends and provide in depth analysis of findings.
A corresponding information graphic
summarising key points must also be created for online distribution through
social media and websites.
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Background:
Despite the tax-exempt charitable
status of many large charities, it is a frequent occurrence that they devote
large sections of their revenues to self-promotion, management, and even
profit. Naturally there are many other charities which rightly earn their
tax-exempt status by ensuring that as much money as possible goes to the
cause in question. Unfortunately, the differences between the two extremes of
charitable organisations are hard to see for the average person looking to
donate money.
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Considerations:
There is a large variety of information
regarding charities and their ‘ethics’. When doing research it is important
to distinguish between independent statistics and subjective analysis. Even
seemingly truthful figures can be misrepresented to lend credibility to a
certain argument.
A further consideration is in the
representation of research in the finished outcomes. Extra care must be taken
not to provide any charities with a particular bias over others. Furthermore
the representation of information must engage with the audience to ensure
that it is communicated clearly and dynamically, yet still remains accurate
and independent.
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Mandatory Requirements:
A multi-page booklet or pamphlet
listing and analysing charities according to the criteria outlined above (see
Brief).
An information graphic or chart
summarising key points from the booklet, to be distributed online via social
media and suitable websites.
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Target Audience:
The broader target audience is anybody
looking to donate money to a charity, but unsure who to send their money to.
The more specific target audience would
consist of people of 25 years or older, with a disposable income of some
description. These are the basic parameters for most people in a financial
position to donate money freely.
A further target audience would be
people looking to donate money who are aware of unethical charities and are
unsure who to donate to. Or simply would rather not donate at all due to a
mistrust of the charitable process.
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Tone of Voice:
The tone of voice will reflect the
independent nature of the work, remaining impartial but firm at all times.
The tone of voice in the promotion of
the booklet (for example the blurb or the cover) may be somewhat more
positive and light; to engage the audience to actually read it.
Tone of voice of web image must match
booklet to ensure consistency.
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Deliverables:
A printed, bound booklet, containing
material as outlined above.
Corresponding information graphic image
to be distributed on the web.
Development work for the booklet
including mock-ups, binding trials, type trials, and layout tests.
Design boards.
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Research Links :
general charity info:
charitable status:
fundraising rules:
http://www.institute-of-fundraising.org.uk/guidance/code-of-fundraising-practice/handling-donations/
solicitation statements:
donor advice:
general uk statistics:
https://www.gov.uk/government/publications/charity-register-statistics/recent-charity-register-statistics-charity-commission#june-2014
charity register:
https://www.gov.uk/find-charity-information
Some Definitions (taken from gov.uk charity guidance document):
Beneficiary or beneficiaries are the people an organisation’s ‘objects’ (its aims or purposes) are intended to benefit.
A commercial participator is not a fundraising business but a commercial enterprise that takes part in a promotional venture, such as an advertising or sales campaign, where the public are informed that contributions will be given to or applied for the benefit of a charity. A commercial participator may be subject to the same regulatory requirements as professional fundraisers if all of its activities are for ‘charitable purposes’ (see Part 7).
A connected company is a company that is controlled by a charity, or group of charities, through the votes it, or they, can exercise at a general meeting of the company.
A fundraising agreement is a written agreement signed by both parties that sets out the objectives and terms under which a professional fundraiser or commercial participator may raise funds on behalf of a charity (see Part 7).
A governing document is a legal document setting out the charity’s objects (its aims or purposes) and how it is to be administered. It may be a trust deed, constitution, memorandum and articles of association, will, conveyance, Royal Charter, scheme of the Charity Commission or other formal document.
Objects are the legal charitable purposes for which a charity exists or the things that it was set up to achieve as set out in its governing document. The objects may be worded quite broadly and expressed in legal language. They direct, and consequently restrict, how the charity’s assets must be used.
A professional fundraiser is anyone who carries on a commercial fundraising business, wholly or mainly fundraising for charitable purposes; or any other person who is paid to solicit money or other property for charity. This does not include:
- a charity or a ‘connected company’ (see below)
- any officer or employee of the charity or connected company
- a trustee of the charity, acting as trustee
- any public charitable collector, other than promoters
- people who solicit funds on TV or radio
- any commercial participator
- anyone who is paid no more than £1,000 for a particular appeal, or no more than £10 per day or £1,000 per year where there is no specific appeal
- professional fundraisers when soliciting funds from the public
- commercial participators when explaining how a charity will benefit from a promotional venture
- any other fundraiser who is not a volunteer when taking part in a public collection
A solicitation statement is a statement that must be made by:
The statement must explain the individual’s or body’s relationship with the charity and the payment that they or the charity will receive (see Section 5.7 and Part 7).
Trustees are the people who serve on the governing body of a charity. They may be known as trustees, directors, board members, governors or committee members. Trustees are responsible for the general control and management of the administration of a charity.
| Continent | Number of charities |
| Africa | 7,217 |
| Antarctica | 147 |
| Asia | 6,989 |
| Europe | 7,354 |
| North America | 2,672 |
| Oceania | 1,001 |
| South America | 1,347 |
Articles
As with many other sectors, there is far less regulation regarding charities' use of funding in the USA when compared to the UK, this article sets out some of the more flagrant misuses of funding in the USA:
http://www.ibtimes.com/worst-charities-non-profits-spend-most-their-money-fundraising-1298829
CEO salaries: http://one-vibration.com/group/thetruthrevealed/forum/topics/the-best-and-worst-charities#.VDvPNlblffU
britain's largest charities:
http://www.theguardian.com/news/datablog/2012/apr/24/top-1000-charities-donations-britain
When considering how to present information about charities, it is important to consider how such information is already presented (taken from gov.uk charity finder resource) :
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