bond.org.uk

Empathy vs Sympathy

Do communications that draw on pity

undermine long-term engagement?

25 February 2016

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Three BIG barriers to public support

CYNICISM DISTANCE FUTILITY

There is widespread

agreement among

the public that there

has been no

progress in

developing countries.

Most people do not

have any connection

(and little empathy)

with the world’s

poorest people.

Very few believe

that their actions

can have any

impact on these

problems.

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The Narrative Partners

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A Comprehensive Approach

AnalysisPerception

shifts

Advocacy

actions

Propensity to

donate

Post-

researchCreate the

narrative

Market Test

Sector

Adoption

Quantitative1200

person online

interviews

per country

Engaged Public

sample

Qualitative

Focus groups

with stimulus

Pre-

researchAudit existing

research

Create

arguments

to test

The primary objective was to learn something new about

how to

change public attitudes – rather than greater

understanding of existing attitudes.

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Audience Insight

The Engaged Public in the UK represents less than

a third of the population

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Engaged Audience Breakdown

Supporters (41%)

• Take an active interest

in global development

• Positive about

achievements

• Well educated and

liberal

• Have taken action on

the issues

• Consume a lot of news

media

Swings (47%)

• Undecided – they

question what is being

achieved in development

• Some are overwhelmed

by the issues facing

people in poorer

countries

• Would consider taking

action but unsure about

how they can help

• Slightly younger than

Supporters

Sceptics (12%)

• Sceptical about

development

• Economically rather

than emotionally

driven

• Older

• More small ‘c’

conservative in their

views

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The Opportunity

Within the Engaged Public we can potentially

double our base of support

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The Narrative Approach

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Narrative Project in Practice

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Key Findings

• No difference in average

donation across treatments

• Respondents spent more

time looking at empathy

appeal

• The appeals produced

significantly different

emotional responses,

which affects outcomes

“I would give to the

Future Doctor

campaign. Simply

because it’s

offering a vision of a

potential bright future.

The 2nd campaign is

harrowing but it could be

seen as a lost cause.”

Steve, 41, On the Fence

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Restless Development

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Summary

1. Values vs Facts

2. Empathy vs Sympathy

3. Reframing ‘need’

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Discussion – in small groups

• What are the key learnings from the Narrative

Project that you could apply to your organisation

or issue?

• What are the main challenges, barriers and

questions?

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Thank you

www.bond.org.uk/public-support

Alice Delemare, campaign adviser

@alice_delemare

Julius Honnor, digital manager

@juliushonnor

Regent’s Wharf • 8 All Saints Street • London • N1 9RL • United Kingdom

+44 (0)20 7837 8344 • bond@bond.org.uk • bond.org.uk

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