Public support for foreign assistance has always been precarious. In times of economic uncertainty, it becomes an easy target for budget cuts, framed as wasteful spending while needs at home go unmet.

In reality, foreign assistance builds the world we all want to live in.

It’s not charity. It’s one of the three primary ways a nation has influence beyond its borders—alongside diplomacy and military power. And in many cases, it’s the most effective and cost-efficient of the three. Yet, too often, it’s framed in ways that fail to inspire.

Rather than relying on appeals to morality or global responsibility, what if we framed foreign assistance in terms of national pride?

People support what makes them feel good about their country and, by extension, themselves. There’s no shame in this. From military victories to Olympic medals, from space exploration to scientific breakthroughs, national pride has a powerful influence on public opinion and policy decisions. Foreign assistance should be no different. Instead of presenting aid as charity (a narrative with colonial roots that should have been expunged long ago), we can help everyone see it for what it really is: a good investment they should be proud to make.

The Problem with the Traditional Narrative

The standard arguments in favour of foreign assistance – humanitarian responsibility, ethical obligations, and the idea that “it’s the right thing to do” – work for a certain segment of the population. But they don’t move the broader public, especially those sceptical of government spending. Critics argue that foreign aid is a giveaway, rife with inefficiency and corruption, and that it does little to benefit the taxpayers funding it.

While development professionals know this isn’t true, we’ve often relied on facts and figures to prove our point. We highlight statistics about lives saved, relief items delivered, and hectares protected and restored, assuming that the evidence will speak for itself. But as any political strategist knows, facts alone rarely change minds.

People don’t support foreign assistance because they don’t see themselves in the fight.

But connecting with them through their emotions, identity, and values drives public opinion far more effectively than any data points ever could.

The Power of Praise

One of the most effective ways to do this is through celebration – specifically, showcasing the success of foreign assistance as a testament to a nation’s leadership and the values of the individuals who fund it. Rather than emphasising need, we should highlight achievement.

Consider the eradication of polio. Both the United States and the United Kingdom have played leading roles in this global fight, funding vaccination campaigns that have brought the disease to the brink of extinction. Yet, this success is rarely framed as a point of national pride. Imagine if it were celebrated the way military victories are; if leaders stood at podiums declaring, “Because of our country’s leadership and your generous tax dollars, polio is nearly wiped from the earth.”

The same approach applies to economic development. Development programs have helped create markets in Africa and Asia, supporting small businesses, boosting exports, and strengthening economies in ways that benefit both recipient countries and businesses at home. These aren’t acts of charity. They are acts of power – proof that the funding nations are global economic powerhouses, shaping prosperity worldwide.

"Action is the Antidote to Despair"

This shift in focus may feel like a step backwards when so much has been done in recent years to centre the voices and lives of the people foreign assistance serves. But the goal is not to feed into a “white saviour” narrative that has long had no place in the work we do. If anything, it’s the opposite. The shift must be away from evoking pity – for the starving child, the poor farmer, the ruined village – and toward the pride that comes of taking collective action.

Action is the antidote to despair, and done well, foreign assistance proves that not every problem is insurmountable. In fact, individuals have the opportunity to step up; to feel essential to the outcomes; to be part of the change – any change.

This approach is not just about messaging. It’s about shifting the entire mindset around foreign assistance. People need to see that supporting development is an act of national strength, not weakness; of investment, not charity; of leadership, not obligation. And they need to feel proud of their part.

The Path Forward

Public opinion is not immovable. With the right framing, one that taps into national pride rather than obligation and pity, we can make foreign assistance not just acceptable, but celebrated. And in doing so, we can ensure that the investments made today continue to tackle the greatest challenges we face both nationally and as a planet.

Contact info@thepalladiumgroup.com to learn more.