What is Compassion Fatigue and How to Prevent It

The purpose of advertisements for charities is to invoke a psychological response, triggered by complex emotions usually through the means of storytelling. Guilt is a common approach that charities try to conjure out of their audience. Charity adverts want to call upon ‘anticipatory guilt’ which is the feeling of guilt that follows or precedes inaction. This is caused by the underlying awareness of one’s responsibility to avoid or help avoid someone experiencing an unfortunate occurrence. Increased sense of guilt of being responsible for others misfortune increases financial contributions. In a study, they found that in charity advertisements, guilt appeals to a stronger donation intention than with non-guilt appeals. The same study also found that the impact of guilt appeals on donation intention will be mediated by a sense of responsibility. This high sense of responsibility could potentially increase the chances of a person donating more than once as well.


A charity's advertisement induces a ‘two-sided effect,' compassion and proximity, on the one hand, and distantiation on the other. What causes the reaction of creating this emotional distance is the distrust of an advertisement or charity, or also caused by compassion fatigue. Distrust can be brought about by the ad itself, i.e., the advertisement has a high production value (this can have the audience question where their donations would be going, to the charity or advertisements). Compassion fatigue can be caused by a long advertisement with multiple examples of suffering, or too many adverts in an acute time frame. Too much guilt can be counterproductive and make audiences not want to donate, due to the consistent invasive feelings of guilt and pity.

Imagery is an important facet to a charity’s advertisement. It gives the audience a visual of the suffering, the foundation is trying to prevent or eradicate. Depictions of suffering can provide evidence of the charity’s cause, giving the audience proof that their donations are very much needed. Thus directly creating the feeling of responsibility among audience viewers. Images that express too much suffering to the point of being grotesque could turn people off from watching or looking at your charities advertisement. There needs to be a balance. A gory image can be impactful if done correctly. A common term for grotesque imagery in adverts is “shock advertising” which takes an image that is riding on the edge of unwatchable and uses it to shock people into either paying attention or donating to the cause, its depictions that will make people question why [whatever is happening in the picture] it is happening.

Positive imagery, recently, has been used a lot more, to prevent compassion fatigue. Positive imagery usually consists of how donations could help who or what is suffering. Charities can also use images of volunteers or fundraisers they have had, show a group of people willingly advocate or fundraise for a cause. Donors who are exposed to positive charity adverts made donations worth 45% more on average. A study has shown that individuals who are surrounded or are exposed to people expressing pro-social behavior have a tendency to do the same, thus making pro-social behaviour the norm. This can increase not only donations but also increase willingness to volunteer and spread awareness of your cause.

There is a thin line between being emotionally invasive enough for the audience to experience pro-social behavior and being too intrusive that people will switch to another channel or ignore the advertisement. A ‘good’ advertisement can have negative aspects to it as long as there is some ultimate goal or positive response to the issue. Good charity ads invoke emotions and give that push to support the cause instinctually. ‘Good’ advert in this context means an advertisement that increases support and draw in new supporters. DRTV adverts can do just that; these adverts are analysed in live time, and can be edited to fit the charities core message. LIKECHARITY has production team that specialises in media buying and creative management to get the most out of the advert. Usually, a good DRTV advertisement share a story that is concise while creating a foundation for the charity’s purpose. This will create a more consolidated following which means more donations.











Recurring Payment Text-to-Donate Launches in Ireland!

Recurring Payment Text-to-Donate Launches in Ireland!

Do you want to expand your charity’s fundraising horizons, but aren’t sure if you should ask for a single text-to-donate gift or a recurring direct debit instead ? Do you want to increase donation revenue without necessarily increasing your current advertising budget?

Then this is the solution for you!

Recurring SMS is new to the Irish charity sector and can make donating a lot easier for the donating public. Recurring SMS is similar to the extremely popular text-to-donate service except that it will charge the texter’s phone bill every week or every month (that bit is up to you!). This service makes it easy for your supporters to donate on a regular basis just by sending a couple of simple text messages.

Recurring SMS is an exciting and important new donor acquisition channel in Ireland. In the UK, charities have found that an average recurring donor gives 42% more annually compared to one-time donor. Recurring SMS is a fantastic new tool that can help you reach your fundraising targets.

Recurring SMS is simple and straightforward. This will allow your supporter to donate without constantly texting in to donate. The recurring SMS is a safe and secure way of delivering financial gifts from supporters to their chosen charity.

LIKECHARITY’s new recurring text-to-donate service is very simple to use and access. If you would like to learn more about Recurring SMS, please email deirdre.mullen@likecharity.com, call 01 557 2425 or visit http://www.likecharity.com/recurring-sms

What to Know About Data Protection

We all are somewhat afraid of the commissioner knocking on the door of non-profits and asking to see how the organisation is keeping donors’ sensitive personal data ethically protected which is why LIKECHARITY have teamed up with SYTORUS to help you with the overwhelming task of becoming a GDPR compliant.

First we have to talk about what the GDPR is; it stands for the General Data Protection Regulation, it is a document that will enforce data protection policies on organisations all over the EU. The GDPR will be implemented on the 25th of May 2018 by the EU parliament. Here are some of the key changes that will occur:

1. Increased Territorial Scope: Regardless of the location or what kind of company you run, if you process any kind of personal data through your organisaiton, the GDPR applies to you. If you provide goods and services to EU citizens then you are required by law to implement this regulation in your organisation..

2. Penalties: If there is a breach of GDPR your organisation can be fined up to 4% of annual global turnover or €20 Million. For example potential actions classed by the commissioners as an serious infringement for non-profits is not getting the proper consent from a potential donor to use their personal data in analysis, in tracking trends, or to transfer their personal data to other organisations.

3. Consent: you will no longer be allowed to use long ambiguous terms and conditions, now your organisation are only allowed to give a coherent and accessible form of terms and conditions so that your donors have the proper agency to consent. Your terms and conditions should be transparent and in language that can be easily understood.

4. Breach Notification: When there is a data breach in your charity it is required that donors and controllers be notified within 72 hours of the breach.

5. Right to Access: Completely changes the manner of transparency between the donor and charity. The donor can request access to their personal information to discover the charity’s intentions and purpose for holding personal data. While also providing transparency of where the data is being stored or used.

6. Right to be Forgotten: the right of the donor’s personal information to be erased from the database of the charity and to halt the distribution of this information publicly. This right can be enacted when the information is not relevant anymore or that the consent of the customer is withdrawn.

7. Data Probability: this is the right of the client to receive personal data about them from the charity transfer another charity of the client’s choosing.

8. Privacy by design: all systems and protocols call for data protection. Everything the company does with any kind of data needs to include a formula for data protection, not just an added service.

Given all of these changes, charities have to be prepared to enforce them in order to avoid fines and remain compliant.

To be a GDPR guru, it’s important that you understand the regulation rhetoric used in the document. Here are some policy jargon that may come up:

  • Processing: to complete operations involving data through the means of computers, letters, to classify information

  • Restriction of processing: limits what a data controller can do with personal data.

  • Profiling: automated processing of personal data, that helps analyse and predict, behaviors, interests, work conduct, and economic situations.

  • Pseudonymisation: a form of processing of personal information that doesn’t allow the connection between the data and the data subject without additional information from them.

  • Filing system: personal data can be accessed only with specific criteria,on a functional or geographical basis.

  • Genetic data: personal data related to heredity, genetic characteristics, unique information about their physiological state, and health status.

  • Biometric Data: specific technical processing of physical, physiological, and natural behavior of a person. ie. Facial images.

  • Cross-Border Processing: processing of personal data specifically of activities of a member of state in a controller establishment or a processor establishment, while being in either in a single or multiple enterprise(s).

  • Main Establishment: for a controller in enterprises in more than one members of state, the central establishment is considered the main establishment, until another the controller has made the decision of making another establishment the main one. For a processor in establishments in more than one member of state, the central administration is considered the main establishment, unless there is no central administration, then wherever the data is being processed is considered the main establishment while they are also subject to specific obligations are under this regulation.

  • Representative: a person that is designated by the controller or processor to represent the establishment with their various obligations under the regulations.

  • Binding Corporate Rules: personal data protection policies when personal data is transferred between a controller and a processor or transferred between controller and third party or processor and third party or transferred between groups that are engaged in joint economic activity.

  • Supervisory Authority: independent public authority

LIKECHARITY and Sytorus had come together to offer LIKECHARITY Privacy Engine, which is a new data protection engine that will prepare for the GDPR that will be implemented next year. It provides data protection support, guidance, and training all in one. This allows your charity to thrive while being conscious of how your data is protected. If you would like to learn more about LIKECHARITY Privacy Engine, please click here .








Upcoming LIKECHARITY Training Workshops

Last week LIKECHARITY ran two very successful days of training for charities; covering fundraising and Data Protection.

On Tuesday the 11th of April, Hannah and Deirdre ran another text-to-donate fundraising workshop. They gave advice and training on how best to use the text-to-donate platform. They covered ComReg compliance, how to pick the best keyword, text-to-donate on social media, case studies and how to build a successful text-to-donate campaign. It was a relaxed but productive morning with plenty of discussion, we’re already looking forward our next workshop in May!

The following day, LIKECHARITY were joined by John Ghent of Sytorus to speak about charities and the GDPR. Sytorus is a recognised leader in pragmatic Data Protection deployment with their services and products, including assessments, implementation, training and support and are experts on the GDPR. Sytorus and LIKECHARITY are partnering together to help charities to be compliant with the GDPR. While The GPDR is receiving lots of coverage in the media, there still remains a lot of confusion around what it means for the charity sector in Ireland. It comes into effect next year and, will bring the most significant and far-reaching changes to how charities approach the protection of citizen’s data in recent history, with the burden of proof now on charities to show how they manage their data. John lead us through a practical charity centred presentation on what the GDPR is, how it will affect charities and what they need to do to prepare for it. He explained the rapid change in data in recent times, how much much different data charities have, from addresses of donors to medical records of service users. He brought us through the new role of Data Protection Officer that most charities will need to bring in and practical solutions to implement the GDPR. Many of the charities commented afterwards they had a much clearer idea of what the GDPR means to our sector and what they need to do get get ready for it. As charities found it so helpful we’re running another two sessions next week.

Here’s a link to our next Data Protection Session and if you’d like information on upcoming LIKECHARITY training events please contact deirdre.mullen@likecharity.com  

The Benefits of DRTV

Would your charity benefit from an innovative product that can spread your message to millions of passive television viewers? And help increase national recognition whilst being cost efficient? Your company could not only increase profits, but also gain brand recognition, maximize savings, and elevate the interest of new and already established supporters of your charity’s cause.

DRTV stands for Direct Response Television; this allows the immediate contact between the audience and your organisation to create a special relationship that cannot be guaranteed by other means of media. Sure, there are many other ways that your organisation can get your message or name out in the public sphere, but there is nothing quite like DRTV and here are some reasons why:

1. It’s cost effective: A savvy media manager’s dream is to save money for their organisation, and by using DRTV a company can save 20%-30% of the total cost of media advertising. Compared to the pricing of standard commercials and ads on television, newspapers, magazines, etc. DRTV is reasonably priced and offers more value for your money. This allows companies to be in the public view and stay within their price range. In LIKECHARITY’s case, we provide an affordable platform for charities to generate regular monthly donations and significantly increase public awareness using DRTV. 

2. It’s reliable: DRTV allows direct and instantaneous feedback via text message responses from tv viewers; If a charity’s content is struggling to receive any text donations, then the subject matter can be quickly revised and iterated at no extra cost until results improve; Thus creating a reliable and transparent relationship with donors and your organisation . LIKECHARITY provides live tracking and analysis of all text messages responses and processes all donations in a safe and secure way via direct debit or credit card.

To learn more about LIKECHARITY’s data protection services please click here.

3. It highlights a simple story that evokes emotional responses: LIKECHARITY creates and produces videos that elicit an emotional response, which is important when discussing individual charities. The immediate reaction to the content compels the viewer with the urgency to turn their reaction into action (donating) by igniting the interest of passive TV audience members who truly care about the cause and giving them the tools to support the organisation.

4. It complements other forms of media: DRTV is complementary to other styles of media such as direct mail and door to door because it enhances the information by giving context in easily digestible adverts. By using DRTV and other kinds of media your organisation can reach out to many different demographics; A typical LIKECHARITY DRTV campaign, over the course  of three months, is seen by around six million Irish viewers - allowing a charity’s message to be amplified nationwide.

5. It creates brand recognition: Many charities have found that following their DRTV campaign they received a 20% increase in brand recognition.  DRTV adverts are usually aired on primetime shows allowing your cause to be seen nationwide; meaning a passive audience can pick up the brands name and logo if the advert appeals to them. This is an opportunity for your brand to gain recognition and a following, while also increasing sales. 

To learn more about DRTV and to learn more about LIKECHARITY, please click on following video














Text-To-Donate Coffee Morning workshop

On Wednesday, March 22nd 2017 LIKECHARITY hosted their first “Text-To-Donate Coffee Morning workshop” and it was a great success!

Fresh coffee, tea, and freshly baked pastries awaited our clients for a morning full of ComReg facts and Text-To-Donate fundraising ideas. LIKECHARITY’s very own, Deirdre Mullen and Hannah Doyle took the roles of co-presenters and, lead the knowledgeable, interactive, and fun morning.

Wednesday was such a success that we are happy to announce that LIKECHARITY are organising several more workshops throughout the year. The objective of always keeping their content updated and relevant to the Charity sector. We’ll be running workshops on fundraising and data protection next month.

LIKECHARITY will send invites via email about our next workshops so keep an eye for them!

"It's not about wanting but about BEING"

Youtube star, Alex Bertie invites his younger sibling Hollie, who is only 12 years old, for his Trans sibling Q&A special and when she is asked “if you have any advice to parents of a trans person, what would it be?” and without hesitation she replied, “Don’t shout at them just because they’re different. Take a chill pill, think about it, and don’t abandon them.” At only 12 years old, Hollie understood the reality of how choosing to be supportive is a matter of life or death.

The misconception about the Transgender community is the transition process being a want versus a need, in other words asking a trans person why they want to transition is irrelevant because the connection between body and mind is absolute. Imagine a life when body and mind conflict? How would you feel? How would you survive? Would you survive? Or would you be a part of the 40% of the trans community who commit suicide because they aren’t accepted and supported. It was best said by Luna, an International Relation Student at DCU, “It’s not about wanting, it’s about being” during her interview by The Irish Times. Being acceptingand supportive carries more power than you may know.

According to a study at San Francisco State University (SFSU), a trans child who experiences high rejection from their family are 8 times likely to commit suicide than someone who experiences low rejection. When rejecting a child for being born with the wrong natal sex (assigned gender) one weakens their mental health which is why suicide and/or drug abuse risks are high. Being valued by parents and family from childhood allows us in turn to learn to value and care about ourselves.

An example of how acceptance can save a trans child’s life is shown in the chart below. The difference between low and high is obvious, but worth noting is the difference between moderate level rejection, which is described as “some negative reactions but also had some positive reaction” and high rejection. The drop from high to moderate is substantial.


An organisation here in Dublin, Ireland that recognizes the power of acceptance is the Transgender Equality Network Ireland, also known as TENI. Founded in 2006, TENI’s mission is to advance the rights and equality of trans people and their families. Their recent efforts paved the path for the Gender Recognition Bill that was signed in 2015 by Ireland’s Oireachtas.

Before the signing of the bill trans people were required to undergo a lengthy process which required the supporting documentation from an endocrinologist (the branch of physiology and medicine concerned with endocrine glands and hormones), whereas now individuals of 18 and over are able to self-declare their own gender identity.

Despite the small victory, the struggle isn’t over. The new bill exclusion of “those under 18, non-binary people and people with an intersex condition.” sends a discouraging message to transgender children; rejection. The argument for the age requirement is to protect children from making a mistake but according to Pennsylvania’s transgender surgeon, Dr. Christine McGinn “when people don’t do well after their transition, it’s because they have absolutely no support system.

TENI’s chairs Sara Phillips acknowledges the bill isn’t perfect, however the board, staff members and volunteers at TENI still work hard towards a better and more equal Ireland. A nation that can join other countries like France, who in 2016 removed their surgical requirement for gender recognition or Argentina and New Zealand, who in 2012 declared all people can amend their natal sex, or like the Girlguiding organisation in the United Kingdom who just this past January welcomed boys who self-identify as “a girl” to join their program.

So many children are suffering in silence and the 40% suicide rate world wide for transgender children and young adults is unacceptable. The new Gender Recognition Bill is a move in the right direction for Ireland, however this legislation needs to be amended to include those under the age of 18 years old because this isn’t a matter of want but need.


Find out how to help Ireland keep its progression at the TENI website

To learn more about San Francisco State University study, click here.








http://familyproject.sfsu.edu/node/26/done?sid=26043&token=92f03bc5672946413c59f391ffc6483e - Image

https://youtu.be/9vyF2gMB1zY - Hollie’s Interview


https://youtu.be/Uqnpmpj7YD8 - Dr. Christine McGinn


International Women's Day

Hillary Clinton once said, “Human rights are women’s rights and, women’s rights are human rights.” A quote from her speech back in 1995 at the United Nations 4th World Conference on women in Beijing, China almost 22 years ago but still acts as a pillar to women’s history today; a course of history that is now known as International Women’s Day (IWD). IWD is celebrated across the world on March 8th. A day that IWD.com describes as a celebration of women in social, economic, cultural, and political achievements. Each year, IWD sets a campaign theme in hopes to motivate and inspire everyone to help raise awareness to the gender inequality that still exists today. For 2017, the IWD asks “Will you #beboldforchange?”

The question “will you be bold for change?” speaks to women of today but reflects on women from our past on how we still need to action for women everywhere. An organisation that encompasses the same passion for empowering women is Ireland’s very own charity, Breakforth. Breakforth is an organisation that believes in “working towards a better world for women and girls to positively impact society”. What makes Breakforth unique is their values as an organisation: passion, integrity, equality, excellence, respect, partnership, and empowerment. These values are displayed throughout their website and their work here in Ireland. Breakforth works with women and girls in communities all over Ireland to build resilience, growth and lead positive change, which are possible through their commitment to their programs. Breakforth have established programs for women and girls as well as men and boys from every background. For example, project “Second Chance” helps girls of teen pregnancy enroll back into an educational system, or their project “Men Do Care” that invites men and boys to challenge societal norms together!

Like many organisations that stride towards change, it starts with awareness! Which is why LIKECHARITY reminds and encourages you to celebrate International Women’s Day this year on March 8th by either joining the IWD challenge of #beboldforchange or simply by celebrating the women in your life; mums, wives, aunts, girlfriends, teachers, doctors, or colleagues. March 8th is a day to celebrate, reflect, and appreciate the women and men who are bold enough to make a change.







Tv Production & Online Executive

Established in 2013, LIKECHARITY is an award winning technology platform. We provide innovative and effective fundraising and data analysis tools to connect charities to the people that really care about them. LIKECHARITY deliver specific solutions such as creative, direct response TV production and a Text-to-Donate platform, beginning by looking at the broader challenges and understanding existing donor engagement metrics. LIKECHARITY produce and distribute TV and Online ads for some of the largest charities in Ireland.

We are looking for a hard working creative person with excellent attention to detail to work in our busy office. This role entails all aspects of ad production including concept development, copywriting, production, and television distribution.  Applicants must be computer literate, with particular emphasis on Adobe Creative Suite (Mostly Premiere Pro and some Photoshop skills) and a good knowledge of Microsoft Office, Google Docs. We are looking for a social media wiz who can both create and run successful online marketing campaigns as well as keeping our own blog and social media profile up to date. Knowledge of CSS and HTML a real bonus.

The successful candidate will work closely with the account manager and product team, and report to the Operations Manager.

Responsibilities include

  • Produce and manage online marketing campaigns for clients

  • Manage client relationships

  • Updating pitch decks and materials as well as pitch to clients in meetings

  • Copywriting for TV ads & creative storyboarding

  • Create rough cut of ads and oversee final editing

  • Manage all production of videos for TV, Online and other

  • Oversee/Write bi-weekly blog post and social media presence

  • Updating company website


  • Entrepreneurial mindset

  • Creative

  • Excellent communication skills

  • Sales experience

  • Great attention to detail

  • Ability to work under pressure in a calm and professional manner

  • Ability to work effectively on several productions simultaneously

  • An organised self starter

  • Other characteristics: Approachable, Organised, Patient, Level-Headed, Assertive


Candidates will have experience in video and social media production. Some experience in dealing with clients and external staff is an asset. The most important thing is genuine interest in learning on the job! Enthusiasm, drive and great attention to detail are all essential.

Salary: 24k+ (per annum) depending on experience
Benefits: City centre office, great company dynamic, small team, opportunity to shape one's own role, learn a huge amount, exciting start-up community.
Closing date for applications: 24th February 2017
Starting date: ASAP ideally 1st week in March 2017

Please send your CV & Cover letter to jobs@likecharity.com

The Power of a Text Message


LIKECHARITY and Christmas FM’s latest results show yet again the unparallelled power of text donating to collect micro payments quickly and easily. This past December, Christmas FM raised €36,838 for Focus Ireland via text message; making it the most raised from text messages since Christmas FM started.

LIKECHARITY’s partnership with Christmas FM started in 2013, where we  provided a simple and innovative song request system for the station M. Listeners text in their requests whilst simultaneously  donating €2 to the charity partner. .  

This year, their attention was given to Focus Ireland,  a charity fighting to end homelessness here in Ireland. Their core objective is homelessness prevention. They provide multiple services to individuals and families. Focus Ireland prioritises supporting those who are currently homeless, those who face the possibility of losing their home and people  at risk of becoming homeless again. Tenancy support  is a huge contributing factor of their success, which includes support services for families and young people, long and short term housing, and other innovative research based services. It is thanks to the unwavering support given to charities like Focus Ireland by  superb initiatives like Christmas FM, an all volunteer radio station, and it’s listenership that enables worthy charities each year to continue providing support and working towards a better Ireland.

We can’t wait for Christmas to roll around again!


February in RED

When we think about February we might think about chocolates, roses, and a romantic dinner for two. However, for Multiple Sclerosis (MS) Ireland the words WEAR, DARE, and SHARE come to mind, as part of their  “Kiss goodbye to MS” global campaign.

  • WEAR: MS Ireland encourages you to wear your shade of red throughout the entire campaign or just on the 14th of February.  Proudly apply your Ruby Woo, Cherry Lush, Pirate Red, Medieval, Rio Rio, or Heat Wave red lipstick! It’s a time to be bold! The WEAR doesn’t stop at lipstick; “Kiss goodbye to MS” campaign welcomes large or small amount of red!

  • DARE: Wearing red lipstick too easy? Love a good adrenaline rush? MS Skydive care might be just for you! This is your chance to live outside your comfort zone for a great cause. The DARE can be anything; the theme is to dare someone to do something brave!

  • SHARE: This is when participants are given the chance to raise awareness, donations, and most importantly hope. Share your “Kiss goodbye to MS” on any social media with the #kissgoodbyetoms and connect with 11 other organisations who also participate in this global fundraising campaign.

MS Ireland’s overall goal is raising awareness, collecting  donations and most importantly, spreading hope to people affected by MS.

Multiple Sclerosis is a disease that affects the central nervous system, which currently over 9,000 individuals in Ireland have been diagnosed with. The average age of diagnosis  is between 20 and 40 years old; however it’s been reported  wide range of symptoms a person can experience has made it difficult to know when to visit a doctor.

MS Ireland is a service driven organisation and has made it their priority to help not only those affected by MS but their families and carers too. MS Ireland currently has 10 regional offices throughout Ireland and 38 voluntary branches, s where teams of professionals provide workshops and activities. These unique establishments are just one way MS Ireland has taken steps towards their vision of  an “Irish society where all people affected by MS live positive and active lives in the community.”

This Valentine’s day you might want to take part in supporting MS Ireland’s work spreading hope and giving that shade red lipstick an opportunity to represent your efforts in raising awareness and hope for all those affected by MS.





youtube video “understanding MS” :: https://youtu.be/nB6yF6Rdxvc