Giving More or More Giving: Comparing the Appeal to Make a Difference versus Express Support in Charitable Giving

Marketers of charities use various solicitation methods to persuade consumers to invest resources to advance certain social causes. In general, charitable organizations seek different levels of contributions, from symbolic contributions (e.g., petition signing) to substantial help (e.g., making larg...

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Bibliographic Details
Main Authors: Koo, Minjung, Fishbach, Ayelet, Park, Hye Kyung
Format: Conference Proceeding
Language:English
Subjects:
Charitable foundations
Charities
Donations
Philanthropy
Social networks
Online Access:Get full text
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Summary:Marketers of charities use various solicitation methods to persuade consumers to invest resources to advance certain social causes. In general, charitable organizations seek different levels of contributions, from symbolic contributions (e.g., petition signing) to substantial help (e.g., making large contributions). In addition, some charitable organizations wish to increase their outreach by building a social movement that involves as many people as possible, whereas others focus on raising a few large donations, with less concern about outreach. When people join a social movement to promote a social cause, free riding and social loafing naturally result in motivational deficits. Therefore, understanding people's source of motivation for contributing personal resources toward a social cause is critical. This research finds that different persuasive appeals evoke different motivations for giving, which has implications for whether and how much people give.
ISSN:0098-9258