Featured Research

from universities, journals, and other organizations

Powerful Donor Motivators For Fundraising

Date:
September 1, 2008
Source:
University of Chicago Press Journals
Summary:
People are more likely to donate to pledge drive appeals when fundraisers tap into peoples' desire to help others, according to a new study. Donors are also more likely to respond to appeals that involve negative emotions than pitches about benefits to the donor.

People are more likely to donate to pledge drive appeals when fundraisers tap into peoples' desire to help others, according to a new study in the Journal of Consumer Research. Donors are also more likely to respond to appeals that involve negative emotions than pitches about benefits to the donor.

Related Articles


Authors Robert J. Fisher (University of Alberta), Mark Vandenbosch (University of Western Ontario), and Kersi D. Antia (University of Wisconsin-Madison) examined scripts for pledge breaks at a public television station. "The research findings suggest that viewers donated because they felt an obligation to do so—people expect self- or social censure if they don't help when they feel empathy for a person or organization they care about," they write.

Prevailing wisdom holds that people are generally selfish. Yet when it comes to donation appeals, it seems that potential donors are motivated by appeals that involve the benefit to others: the station, the community, or specific groups of people other than themselves.

The authors' research involved close examination of scripts for four fundraising campaigns for a public television station. There were 584 scripts and 4,868 appeals in total. The researchers categorized the appeals into types (commercial-free programming, funding cuts, premiums or gifts for donors). In addition to comparing the promotional tactics, the researchers also coded each appeal for its emotion value. Donors responded better to negative appeals—such as those that mentioned funding cuts to the station—than joyful ones.

The researchers note that shame can be powerful motivator. "Failing to help under these conditions often leads to shame, which is a powerful negative emotion that is experienced when there is an inconsistency between a person's actual and desired self."

"Paradoxically, it is by helping others that we derive self-benefits in the form of enhanced self-esteem and social approval—serving others connotes valued human traits including compassion, cooperativeness, and kindness," the authors conclude.


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Journal Reference:

  1. Robert J. Fisher, Mark Vandenbosch, and Kersi D. Antia. An Empathy-Helping Perspective on Consumers' Responses to Fundraising Appeals. Journal of Consumer Research, October 2008

Cite This Page:

University of Chicago Press Journals. "Powerful Donor Motivators For Fundraising." ScienceDaily. ScienceDaily, 1 September 2008. <www.sciencedaily.com/releases/2008/08/080822131259.htm>.
University of Chicago Press Journals. (2008, September 1). Powerful Donor Motivators For Fundraising. ScienceDaily. Retrieved April 19, 2015 from www.sciencedaily.com/releases/2008/08/080822131259.htm
University of Chicago Press Journals. "Powerful Donor Motivators For Fundraising." ScienceDaily. www.sciencedaily.com/releases/2008/08/080822131259.htm (accessed April 19, 2015).

Share This


More From ScienceDaily



More Science & Society News

Sunday, April 19, 2015

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

L.A. Water Cops Remind Residents of Water Conservation

L.A. Water Cops Remind Residents of Water Conservation

Reuters - US Online Video (Apr. 18, 2015) "Water cops" in Los Angeles remind the public about water conservation methods amid California&apos;s prolonged drought. Julie Noce reports. Video provided by Reuters
Powered by NewsLook.com
Dr. Oz Under Fire For 'Quack Treatments' Yet Again

Dr. Oz Under Fire For 'Quack Treatments' Yet Again

Newsy (Apr. 17, 2015) Ten doctors signed a letter urging Columbia University to drop Dr. Oz as vice chair of its department of surgery, saying he plugs "quack" treatments. Video provided by Newsy
Powered by NewsLook.com
WikiLeaks Refuses To Let Sony Hack Die, Posts Database

WikiLeaks Refuses To Let Sony Hack Die, Posts Database

Newsy (Apr. 17, 2015) WikiLeaks&apos; Julian Assange says the hacked emails and documents "belong in the public domain." Video provided by Newsy
Powered by NewsLook.com
Cybercrime Could Cost $400 Bln

Cybercrime Could Cost $400 Bln

Reuters - Business Video Online (Apr. 16, 2015) Representatives from around 160 countries gather at the Hague to discuss cyber space and cyber security, including the dilemmas and challenges regarding the evolution of the internet. Ciara Lee reports. Video provided by Reuters
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:

Strange & Offbeat Stories


Science & Society

Business & Industry

Education & Learning

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins