The Butterfly Wall Effect: Narrative, Identity & Fundraising Comms

As part of the MA Media and Public Relations programme, focused on developing strategic communications through applied learning, NETWALKs are used to connect theory with real-world contexts. This NETWALK will examine how The Butterfly Wall at the Great North Museum: Hancock operates not just as a fundraising mechanism but as a communication strategy that weaves together visitor engagement, donor identity and organisational narrative. We will critically explore how personalised donor contributions become part of a broader storytelling framework that shapes perceptions of belonging, mission and support within the context of communications.

Through this case study, students will consider how visual and narrative devices are deployed in contemporary NGO and cultural communications to translate individual participation into long-term commitment and sponsorship. This session will be delivered in ARMB.2.16 and paired with a visit to The Butterfly Wall at the Great North Museum: Hancock.