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Here’s how you get people to donate money:

Eric Barker
January 7, 2011

The authors find that appeals for charity that evoke personal nostalgia will have an effect on the charitable-donation intentions of consumers. In study 1 with 103 respondents, nostalgic charity appeals evoke higher levels of emotions and donation intentions than non-nostalgic appeals. Study 2 457 respondents indicates that this effect is moderated by the consumer’s propensity towards being nostalgic. In study 3 sample: 186 consumers, the effect of nostalgia emotions and intentions is, in turn, moderated by the importance of the memory evoked. Nostalgia-based charity appeals work better when they evoke important memories for the consumer. The results indicate that advertising/fund-raising professionals can effectively use nostalgia to stimulate donations.

Source: “Nostalgia Drives Donations: The Power of Charitable Appeals Based on Emotions and Intentions” from Journal of Advertising Research

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Post Information
Title Here’s how you get people to donate money:
Author Eric Barker
Date January 7, 2011 2:21 PM UTC (13 years ago)
Blog bakadesuyo
Archive Link https://theredarchive.com/blog/bakadesuyo/heres-how-you-get-people-to-donate-money.16309
https://theredarchive.com/blog/16309
Original Link https://www.bakadesuyo.com/2011/01/how-do-you-get-people-to-donate-money/
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