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ERIC Number: EJ791219
Record Type: Journal
Publication Date: 2008-May
Pages: 15
Abstractor: Author
ISSN: ISSN-0090-9882
Improving the Effectiveness of Fundraising Messages: The Impact of Charity Goal Attainment, Message Framing, and Evidence on Persuasion
Das, Enny; Kerkhof, Peter; Kuiper, Joyce
Journal of Applied Communication Research, v36 n2 p161-175 May 2008
This experimental study assessed the effectiveness of fundraising messages. Based on recent findings regarding the effects of message framing and evidence, effective fundraising messages should combine abstract, statistical information with a negative message frame and anecdotal evidence with a positive message frame. In addition, building on research into social dilemmas, it was hypothesized that information about charity goal attainment (e.g., the contributions of others) should increase donation intentions. The hypotheses were tested in a 2 (goal attainment: yes/no) x 2 (framing: positive/negative) x 2 (evidence: statistical/anecdotal) factorial design. Abstract information was more effective when combined with a negatively framed message, whereas anecdotal information was more effective when combined with a positive frame. In addition, donation intentions were higher for messages that addressed charity goal attainment issues. (Contains 1 table.)
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Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Netherlands