المملكة: New controls prevent emotional exploitation in donation campaigns for civil society organizations – urgent

The National Center issued Developing the non-profit sector A circular requiring associations and NGOs and family funds with new controls for media campaigns to collect Donations.

The directives aim to protect the dignity of beneficiaries and prevent emotional exploitation or psychological pressure on donors.

The Center stressed the need for media practices of non-profit organizations to move away from the narrative of the need to highlight the development and humanitarian impact, stressing the importance of adhering to informed consent mechanisms before filming, and avoiding showing the features or identifying data of beneficiaries without prior permission.

Exaggeration of sympathy

It warned Generalizing against exaggerating entreaty and begging, or excessively arousing emotions by displaying scenes of abstract need.

The Center also categorically prohibited the use of expressions that degrade the beneficiary’s dignity, or focusing on disability instead of highlighting opportunities for recovery and productivity.

With regard to the donation letter, the Center directed to avoid including messages that carry promises that go beyond the professional and legal meaning, such as exaggerating the promise with an immediate effect that cannot be guaranteed, drawing attention to preventing the inclusion of messages that do not It was related to the institutional mission, or exercising psychological pressure on the donor.

Social and Cultural Values

The Center explained that this step comes based on the media policy in the Kingdom that emphasizes objectivity and preserving the word, indicating that the development of the non-profit sector requires a media presence that is consistent with the social and cultural values of Saudi society.

The Center stated that the media messages in donation campaigns contribute to shaping the mental image of the entire sector, considering that the quality of this discourse is an “element.” Fundamentally part of his institutional and social responsibility.”

He pointed out that building trust is achieved by the quality of work and the way it is narrated transparently, in order to achieve the goals of Saudi Vision 2030.

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