“…Numerous studies have found that charities often foster guilt or pity through their advertisements to donors for their cause and elicit responses that are believed to engender giving (Barnett & Hammond, ; Diamond & Gooding‐Williams, ; Doddington, Jones & Miller, ; Eayrs & Ellis, ; Hibbert, Smith, Davies & Ireland, ; Hung & Wyer, ; O'Dell, ; Small & Verrochi, ; Smith & McSweeney, ). Indeed, many studies find that dispositional empathy has positively influenced donors' behavior to give to someone they consider as “needy” such as donors giving more easily to victims of natural disasters than to those who they think might have become poor by their own “bad” choices (Bennett & Kottasz, ; Breeze & Dean, ; Hibbert et al ., ; Miller, ; Piferi, ; Zagefka et al ., ). These “needy” images attract donors by creating simplified, stereotypical images and fundraising messages focusing on broad “sellable” issues and a recognizable “face” (Breeze & Dean, ; Dean, ; Hibbert et al ., ).…”