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Charity campaigns with promotion-framed goals are more effective than those with prevention-framed goals

Proper communication with the public is crucial for encouraging private donors to make financial and non-financial donations to charities. This study compared the effectiveness of an advertising campaign that used a prevention framing for the charity’s purpose and one that used a promotional framing...

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Detalles Bibliográficos
Autores principales: Sekścińska, Katarzyna, Trzcińska, Agata, Maison, Dominika
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Public Library of Science 2023
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10395818/
https://www.ncbi.nlm.nih.gov/pubmed/37531321
http://dx.doi.org/10.1371/journal.pone.0286028
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author Sekścińska, Katarzyna
Trzcińska, Agata
Maison, Dominika
author_facet Sekścińska, Katarzyna
Trzcińska, Agata
Maison, Dominika
author_sort Sekścińska, Katarzyna
collection PubMed
description Proper communication with the public is crucial for encouraging private donors to make financial and non-financial donations to charities. This study compared the effectiveness of an advertising campaign that used a prevention framing for the charity’s purpose and one that used a promotional framing. This experimental study was conducted online with 547 participants. The results showed that the advertising message highlighting the promotional goals of the campaign was more effective than the one based on prevention goals. This result was observed not only for the evaluation of the campaign and organization as well as behavioral intentions, but, crucially, also on the level of actual behavior.
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spelling pubmed-103958182023-08-03 Charity campaigns with promotion-framed goals are more effective than those with prevention-framed goals Sekścińska, Katarzyna Trzcińska, Agata Maison, Dominika PLoS One Research Article Proper communication with the public is crucial for encouraging private donors to make financial and non-financial donations to charities. This study compared the effectiveness of an advertising campaign that used a prevention framing for the charity’s purpose and one that used a promotional framing. This experimental study was conducted online with 547 participants. The results showed that the advertising message highlighting the promotional goals of the campaign was more effective than the one based on prevention goals. This result was observed not only for the evaluation of the campaign and organization as well as behavioral intentions, but, crucially, also on the level of actual behavior. Public Library of Science 2023-08-02 /pmc/articles/PMC10395818/ /pubmed/37531321 http://dx.doi.org/10.1371/journal.pone.0286028 Text en © 2023 Sekścińska et al https://creativecommons.org/licenses/by/4.0/This is an open access article distributed under the terms of the Creative Commons Attribution License (https://creativecommons.org/licenses/by/4.0/) , which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.
spellingShingle Research Article
Sekścińska, Katarzyna
Trzcińska, Agata
Maison, Dominika
Charity campaigns with promotion-framed goals are more effective than those with prevention-framed goals
title Charity campaigns with promotion-framed goals are more effective than those with prevention-framed goals
title_full Charity campaigns with promotion-framed goals are more effective than those with prevention-framed goals
title_fullStr Charity campaigns with promotion-framed goals are more effective than those with prevention-framed goals
title_full_unstemmed Charity campaigns with promotion-framed goals are more effective than those with prevention-framed goals
title_short Charity campaigns with promotion-framed goals are more effective than those with prevention-framed goals
title_sort charity campaigns with promotion-framed goals are more effective than those with prevention-framed goals
topic Research Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10395818/
https://www.ncbi.nlm.nih.gov/pubmed/37531321
http://dx.doi.org/10.1371/journal.pone.0286028
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