Effective Methods of Encouraging Aid

David Brewster

November 30, 2012

Effective Methods of Encouraging Aid

            In July 2011, The Economist wrote an article explaining the growing importance of financial aid to the Horn of Africa for hunger relief. Citing the recent famine that has plagued the region, the author makes the lasting statement that, “Long-term investment could have made villages and towns more resilient” (The Economist 2011). However, is this really a lasting statement of fact, or is it simply an emotionally charged beg letter for aid? In reality, as CNN.com highlighted in the same time, “There are ways you can help” (Angley 2011). By highlighting agencies and their direct impacts in the region, CNN.com effectively shows the ways in which individuals in first world countries can send money directly to agencies with direct impact.

            Both articles send attempts at pathos with their opening stories of emaciated children and their stories of hunger however, the difference between the two highlights the most important aspect of aid encouragement. The Economist article opens with, “Bloated bellies with stick arms and legs; huge eyes staring out of skeletal heads; gaunt mothers trying to suckle babies on withered breasts” (The Economist 2011). While images like this may appeal to the senses, it is also clear that it fails to directly call people to action because of uncertainty. Sure, we feel bad about these stories however we aren’t directly called into immediate action because our stations are flooded with too many of the same things. What makes the CNN.com article more profound and efficient is its direct reference to agencies and their immediate effects.

            The opening of CNN.com’s article opens with the statement, “Twelve million people are facing a hunger crisis in the Horn of Africa, and they are in desperate need of help” (Angley 2011). This statement is a more direct claim, without as much of the attempt at emotional begging. However, in a world in which information is transferred with unbelievable efficiency and speed, individuals need more certainty than raw numbers in order to call themselves into action. This is where the CNN.com article is more efficient than The Economist article. Angley states, “Save the Children is feeding underweight children, providing life-saving medical treatment, and getting clean water to remote communities in Kenya, Somalia and Ethiopia” (Angley 2011). She then goes on to state exactly how to donate, and where the donation goes. This process is repeated for other organizations.

            Appeals for aid in situations of extreme circumstance need to be addressed in the proper way. Information feeds are inundated with stories and emotional appeals in order to encourage help. However, where The Economist article falls short is its failure to explain the direct ways in which aid will be used. People feel more comfort in the convenience of knowing how to give aid, and where the aid will go. For this reason, the CNN.com article is clearly more effective at encouraging participation in aid for the famine crisis of 2011.

Angley, Natalie. "East Africa: How you can help."CNN.com. 18 2011: n. page. Web. 30 Nov. 2012. <http://www.cnn.com/2011/WORLD/africa/07/20/iyw.howtohelp.somalia.famine/index.html>.

"Once more unto the abyss." The Economist. 7 2011: n. page. Web. 30 Nov. 2012. <http://www.economist.com/node/18929467?zid=301&ah=e8eb01e57f7c9b43a3c864613973b57f>.