Common Cause: The Case for Working with our Cultural Values

September 2010
COIN, CPRE, Friends of the Earth, Oxfam, WWF

The seminal report that launched our work. This report provided the basis for the Common Cause Programme at WWF-UK (2010-2015), and the subsequent launch of Common Cause Foundation in 2015. Written under the guidance of a working group of senior communications and campaign staff from five different UK NGOs, it was, to our knowledge, the first time that the literature on cultural values and the literature on framing had been aligned. Writing in the Guardian at the time of its publication, George Monbiot referred to it as “offering… a remedy to the blight that now afflicts every good cause from welfare to climate change.”

this if...

  • You’re interested to understand, in detail, the evidence upon which the Common Cause approach is built (and you have the stamina to read a long report!)

Key Takeaways

Campaigners and communicators would do well to develop an understanding of values and the ways that these influence public expressions of social and environmental concern. Such an understanding has far reaching implications – not just for the way that campaigns are developed and communications framed, but for the way which civil society organisations work.

Toolkit resources

Why fundraise?

Is there a way to fundraise without being in direct competition with other charities?

Do you feel like a fraud?

Are your communications engaging people as citizens or consumers?

Free gifts and supporter journeys

Exploring some of the challenges posed by the pressures of short-term fundraising

Reasons to volunteer

Reflecting on intrinsic motivations to volunteer

Value surveys and maps

More information on the two values surveys that Common Cause draws on in its work

Material tested in our experiments

Further information on the texts used in the study with WWF and Scope

Summary of published research

A summary of results from research into priming values

Other resources
you might like

Common Cause Foundation: A Toolkit for Charities

The Common Cause Handbook

Perceptions Matter: Report & Summary

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