Faces of the needy: the portrayal of destitute children in the fundraising campaigns of NGOs in India

Abstract

This paper focuses on the portrayal of children in fundraising campaigns by nongovernmental organizations (NGOs) working in India and answers the following questions: How do children feel about their portrayal in the images of funding campaigns? How do photographers or managers/directors affiliated with NGOs view their portrayal of destitute children? The study draws on data from analysis of images, focus groups with children, and interviews with photographers and campaign managers from NGOs working in different parts of India. Findings suggest that children like to be portrayed as happy and in a “good light”, telling the whole story about their lives but that also generates awareness about hardships they face, such as child labor; NGOs face a challenge in representing beneficiaries in a good light while also showing “need” to donors; and children interviewed were unaware of the purpose of the images as a fundraising and marketing tool, raising ethical concerns. Copyright © 2015 John Wiley & Sons, Ltd.