Abstract
As fundraising becomes more competitive, charitable organizations increasingly invest in maximizing the effectiveness of their appeals. The current study shows that, all else being equal, a campaign photo portraying victims who do not seem to be engaged in any form of self-help will elicit lower donations compared with a photo that triggers the perception that victims are taking action to address their circumstances. Campaigns may be more successful if they use images that do not show victims rather than images of victims not engaged in self-help.
- Received April 11, 2021.
- Received (in revised form) January 8, 2022.
- Accepted July 7, 2022.
- Copyright © 2022 ARF. All rights reserved.
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Vol 62 Issue 4
Jump to
- Article
- Abstract
- MANAGEMENT SLANT
- INTRODUCTION
- THEORY DEVELOPMENT
- HYPOTHESES
- ALTERNATIVE FACTORS
- STUDY 1: FIELD DATA ANALYSIS
- STUDY 2: A CONTROLLED EXPERIMENT
- STUDY 3: EXPLORING ALTERNATIVE EXPLANATIONS
- STUDY 4: PORTION OF THE FUNDING GOAL ACHIEVED AS A MODERATOR
- STUDY 5: ADDING A CONTROL CONDITION
- GENERAL DISCUSSION
- FUTURE RESEARCH RECOMMENDATIONS
- PRACTICAL IMPLICATIONS
- ABOUT THE AUTHORS
- APPENDIX A Coding of Projects according to Category
- APPENDIX B Examples of High and Low Self-Help Ratings (as Rated by Two Independent Judges)
- APPENDIX C Complete Text of the Fundraising Appeal Used in Study 2
- REFERENCES
- Figures & Data
- Info