The Effectiveness of Other-benefit Versus Self-benefit Fundraising Appeals in Soliciting Charitable Donations to Two Victim Types: the Emergent-poor and the Chronic-poor

• Main Authors: Hung, Chiu-Mei, 洪久媄
• Other Authors: Chang, Chia-Chi
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/95210910298754522946

碩士 === 國立交通大學 === 管理學院管理科學學程 === 100 === Among the charitable activities going on in the society, the victims in need can be categorized in two major types: the emergent poor and the chronic poor. In this research, we define the emergent poor as victims who face with sudden, unpredictable difficulties, and thus suffering a drastic drop in living standards. Without help from the outside world, the emergent poor can barely survive the hardship. On the contrary, the chronic poor are people who for a long time have been living in poverty, and they need help from others to sustain basic level of living. On the other hand, this research divides charitable fundraising appeals into two categories: other-benefit appeals and self-benefit appeals. Other-benefit appeals highlight that the main beneficiary of support is the victim, while self-benefit appeals, the donor. This research further poses a research question: what effects do karmic-reward appeals, one form of self-benefit appeals have on donation amount? In the experiment, the author tests the prediction that other-benefit appeals generate more favorable support than self-benefit appeals for the emergent poor. For the chronic poor, self-benefit appeals are more effective than other-benefit appeals in generating donations. Answering the research question, karmic-reward appeals prove less effective than other-benefit appeals but more effective than self-benefit appeals for the emergent poor; for the chronic poor, karmic-reward appeals is the least effective among the three types of appeals.