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Comic Relief Boss Says Donors Need To Be Intrigued More

Sun Jul 11 2021

Should the non-profit sector adapt its culture to a user driven design?

Is the face of charity for social change shifting? Samir Patel, Comic Relief chief executive alleges so.

The culture must shift to a user centred approach and should be a philosophy mindset rather than an incentive driven change.

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It’s a philosophy that I’ve seen continually work across any sector, any situation; the more you put people front and centre, the more you design around people, the better things tend to go and the greater impact there is.

Samir Patel, Chief Executive of Comic Relief

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He also goes on to suggest that Comic Relief needs to find ways to ‘intrigue’ people who may not be entirely interested in the entertainments side of social change, such as ‘Red Nose Day.’

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The opportunity is in how culture can drive change – we’re an organisation that historically has dealt with big cultural moments like Red Nose Day or sporting events

Samir Patel, Chief Executive of Comic Relief

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What can be interpreted here is that the relationship between donors and those seeking social change has shifted, and it’s no longer something that is based on fundraising alone but whether you can intrigue a person enough to make them want to hear more.

Patel has a background in digital technology and user interface design, so he has a mindset of putting the user at the centre – something that the non-profit sector needs to be aware of. It could be time to innovate how we view charity and social change.

To further follow on from what Patel has said, putting people front-and-centre and allowing them to take the charge for the social changes they want to see is what will create the greater positive impact.

Empowering the user first could change the face of the non-profit sector; so, does the culture need changing?

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Sun Jul 11 2021

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