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Improving the Effectiveness of Fundraising Messages: The Impact of Charity Goal Attainment, Message Framing, and Evidence on Persuasion
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Das, Enny; Kerkhof, Peter; Kuiper, Joyce – Journal of Applied Communication Research, 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…
Descriptors: Advertising, Commercial Art, Experimental Programs, Fund Raising