What Over 6,000 People Told Us They Want to See – The Dos and Don'ts of Ethical Fundraising Imagery

Almost all fundraising campaign planning includes decision-making about images, and new research shared at Fundraising Convention 2026 shows certain aspects of this choice matter more than many of us might think.

Blue State's ongoing study into donor expectations set out to understand how the UK public responds to different styles of charity imagery, from traditional and stereotypical portrayals through to imagery that centres local teams and tangible impact.

The results from surveys of over 6,000 participants — collected over multiple years — offer a useful, evidence-based starting point for anyone reviewing how their organisation represents the people it supports.

Here is what the research tells us to avoid, what to lean into, and how some organisations have already put the findings into practice…