The Impact of Victims’ Imagery On Charity Crowdfunding Campaigns How Photos of Victims Doing Nothing To Help Themselves Elicit Fewer Donations

Gadi Buskila, Dikla Perez

Research output: Contribution to journalArticlepeer-review

Abstract

As fundraising becomes more competitive, charitable organizations increasingly invest in maximizing the effectiveness of their appeals. The current study shows that, all else being equal, a campaign photo portraying victims who do not seem to be engaged in any form of self-help will elicit lower donations compared with a photo that triggers the perception that victims are taking action to address their circumstances. Campaigns may be more successful if they use images that do not show victims rather than images of victims not engaged in self-help.

Original languageEnglish
Pages (from-to)385-396
Number of pages12
JournalJournal of Advertising Research
Volume62
Issue number4
DOIs
StatePublished - 1 Dec 2022

All Science Journal Classification (ASJC) codes

  • Communication
  • Marketing

Fingerprint

Dive into the research topics of 'The Impact of Victims’ Imagery On Charity Crowdfunding Campaigns How Photos of Victims Doing Nothing To Help Themselves Elicit Fewer Donations'. Together they form a unique fingerprint.

Cite this