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 October 24, 2014 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 October 24, 2014).

Share This



More Science & Society News

Friday, October 24, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Ebola Protective Suits Being Made in China

Ebola Protective Suits Being Made in China

AFP (Oct. 24, 2014) A factory in China is busy making Ebola protective suits for healthcare workers and others fighting the spread of the virus. Duration: 00:38 Video provided by AFP
Powered by NewsLook.com
WHO: Millions of Ebola Vaccine Doses by 2015

WHO: Millions of Ebola Vaccine Doses by 2015

AP (Oct. 24, 2014) The World Health Organization said on Friday that millions of doses of two experimental Ebola vaccines could be ready for use in 2015 and five more experimental vaccines would start being tested in March. (Oct. 24) Video provided by AP
Powered by NewsLook.com
Microsoft Riding High On Strong Surface, Cloud Performance

Microsoft Riding High On Strong Surface, Cloud Performance

Newsy (Oct. 24, 2014) Microsoft's Q3 earnings showed its tablets and cloud services are really hitting their stride. Video provided by Newsy
Powered by NewsLook.com
EU Gets Climate Deal, UK PM Gets Knock

EU Gets Climate Deal, UK PM Gets Knock

Reuters - Business Video Online (Oct. 24, 2014) EU leaders achieve a show of unity by striking a compromise deal on carbon emissions. But David Cameron's bid to push back EU budget contributions gets a slap in the face as the European Commission demands an extra 2bn euros. David Pollard 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