The perennial challenge of charity communications is to create a sense of urgency and immediacy. Why your cause? Why now?
An arresting new statistic, packaged up in a media-friendly report, can help persuade the public that the problem you aim to solve is more prevalent, more harmful or more critical than anyone had realised. But has the pressure to get headlines – and the donations that follow – led to a somewhat cavalier attitude to research in the voluntary sector?