‘Reading NGOs visually’—Implications of visual images for NGO management

This paper explores the ways in which the visual images of international non‐governmental organisations (INGOs) inform their key management areas of internal organisation & policies, roles and relationships. Drawing upon some unexpected findings based on the analysis of regular fundraising imagery of a UK‐based development INGO and brief comparisons with relevant media imagery, it challenges the predominantly ‘negative’ view of pre‐Ethiopian fundraising imagery. The paper carves out several implications of visual images for INGOs including the complex issue of internal coherence, their advocacy roles, and their relationships with Southern clients, media, Northern donors and public.