Improving the Effectiveness of Fundraising Messages: The Impact of Charity Goal Attainment, Message Framing, and Evidence on Persuasion

Abstract

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)×2 (framing: positive/negative)×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.

Keywords:

• Charity
• Fundraising
• Persuasion
• Message Evidence
• Message Framing
• Social Dilemma

Additional information

Notes on contributors

Enny Das

Enny Das is an assistant professor in the Department of Communication Science at VU University Amsterdam

Peter Kerkhof

Peter Kerkhof is also an assistant professor in the Department of Communication Science at VU University Amsterdam

Joyce Kuiper

Joyce Kuiper is a master's student in the Department of Communication Science at VU University Amsterdam