The Effects of Cultural Adaptation in Fundraising Letters: The Case of Help-Self and Help-Others Appeals in a Feminine Culture

Hornikx, J.M.A.; Hendriks, Berna; Thijzen, Denise

doi:10.1515/comm.2010.005

Cited by 4 publications

(10 citation statements)

References 32 publications

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“…Voor vrouwen in masculiene culturen en mannen in feminiene culturen zijn other-benefit appeals overtuigender, maar voor mannen in masculiene culturen en vrouwen in feminiene culturen zijn self-benefit appeals overtuigender (Nelson, Brunel, Supphellen, & Manchanda, 2006). In Nederland, dat een feminiene cultuur kent, blijken other-benefit appeals juist voor zowel mannen als vrouwen overtuigender te zijn dan self-benefit appeals (Hornikx, Hendriks, & Thijzen, 2010). Ten slotte heeft een reeks experimenten laten zien dat self-benefit appeals overtuigender zijn indien de keuze om wel of niet te doneren privé blijft, terwijl other-benefit appeals overtuigender zijn indien de keuze om wel of niet te doneren geopenbaard zal worden aan anderen (White & Peloza, 2009).…”

Section: Hulpgedrag: Motieven En Appealsunclassified

“…De voordelen voor de donateur die genoemd worden in self-benefit appeals zijn vaak minder zeker en betreffen een langere termijn. Er wordt bijvoorbeeld gesuggereerd dat de lezer ooit zelf een bloedtransfusie nodig zou kunnen hebben en daarom nu alvast bloed zou moeten doneren (Hupfer, 2006), of dat de lezer in de toekomst wellicht een ziekte krijgt en door nu geld te doneren, later beter geholpen kan worden (Hornikx et al, 2010). Deze toekomstscenario's zijn onzeker en daardoor is het voor de lezer ook niet zeker of een donatie daadwerkelijk zal leiden tot een persoonlijk voordeel.…”

Section: Hulpgedrag: Motieven En Appealsunclassified

“…Hornikx et al, 2010): "Hoe waarschijnlijk is de kans dat u na het lezen van de brief erover na zult denken om vrijwilliger te worden bij het Spierziekte Fonds?" en "Hoe waarschijnlijk is de kans dat u daadwerkelijk vrijwilliger gaat worden bij het Spierziekte Fonds na het lezen van de brief?"…”

Section: Instrumentatieunclassified

“…Hornikx et al, 2010): zeer onbetrouwbaar -zeer betrouwbaar; zeer ondeskundig -zeer deskundig; zeer onoprecht -zeer oprecht; zeer zelfzuchtig -zeer onzelfzuchtig (α = .84).…”

Section: Instrumentatieunclassified

“…Hornikx et al, 2010): zeer eentonig -zeer gevarieerd; zeer langdradig -zeer onderhoudend; zeer vervelend -zeer aangenaam; zeer saai -zeer interessant; zeer onprettig leesbaar -zeer prettig leesbaar (α = .83).…”

Section: Instrumentatieunclassified

See 4 more Smart Citations

De effecten van other-benefit appeals, self-benefit appeals en exemplars bij het werven van vrijwilligers voor charitatieve organisaties

Krieken¹,

Hornikx²

2013

Tijdschrift Voor Taalbeheersing

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In research investigating the effectiveness of letters from charitable organizations recruiting donors and volunteers, otherbenefit appeals (focusing on the benefits for others) have been compared to self-benefit appeals (focusing on the benefits for the reader). Because the benefits presented in the two types of appeal were generally dissimilar in earlier research, the current study used similar benefits for the two appeals. In addition, the inclusion of exemplars underlined the similarity in benefits. This inclusion also made it possible to compare the effectiveness of letters with and without exemplars. The experiment had a 2 (appeal: other-benefit, self-benefit) x 2 (exemplar: absent, present) between-subjects design (N = 120). Effectiveness, liking, vividness and comprehensibility of the letter were assessed. The results showed that the otherbenefit appeal was more effective than the self-benefit appeal in recruiting volunteers. Although not more effective than letters without an exemplar, letters with an exemplar were better liked. This effect on liking was fully mediated by the perceived vividness and the comprehensibility of the letter.

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Section: Hulpgedrag: Motieven En Appealsunclassified

Section: Instrumentatieunclassified

“…Hornikx et al, 2010): zeer onbetrouwbaar -zeer betrouwbaar; zeer ondeskundig -zeer deskundig; zeer onoprecht -zeer oprecht; zeer zelfzuchtig -zeer onzelfzuchtig (α = .84).…”

Section: Instrumentatieunclassified

See 3 more Smart Citations

De effecten van other-benefit appeals, self-benefit appeals en exemplars bij het werven van vrijwilligers voor charitatieve organisaties

Krieken¹,

Hornikx²

2013

Tijdschrift Voor Taalbeheersing

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The Role of Beneficiaries’ Group Identity in Determining Successful Appeal Strategies for Charitable Giving

Park

Lee

2015

Psychology and Marketing

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What types of message appeals in charity advertisements are most likely to convince people to donate? Using university rivalry (Studies 1 and 2), nationality (Study 3), and freely chosen groups (Study 4), this research proposes that the beneficiaries' group identity moderates the relative effectiveness of three benefit foci of message appeals in charity advertisements. The results indicate that other-benefit appeals produce greater donation intentions than external self-benefit appeals for in-group beneficiaries, whereas external self-benefit appeals produce greater donation intentions than other-benefit appeals for rival (Studies 1-3 ), dissociative (Study 4), and neutral (Study 4) out-group beneficiaries. Emotional-benefit appeals are more effective than external self-benefit appeals for in-group beneficiaries, and are more effective than other-benefit appeals for neutral out-group beneficiaries, whereas they are less effective than external self-benefit appeals for dissociative out-group beneficiaries (Study 4). Empathy and belief in personal benefits mediate the interaction effect of benefit focus and beneficiary group on donation intentions (Studies 3 and 4).Theoretical and managerial implications of the current findings are discussed.

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What do you value? Examining gendered responses to appeal letters

Hansen

Dula

2022

Journal of Philanthropy and Marketing

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This study builds on previous inductive analysis of fundraising professionals' choices in writing acquisition letters. Fundraisers often write in a way that aligns with one of two personal values, either foregrounding aspects of self‐transcendent Universalism values (an appreciation for community and the welfare of all people) or of conservation Security values (those of personal safety and stability for close others). Previous research also indicates that while women and men have different donation styles, targeted motivating language has yet to be explored. Using a national sample, this research tests public response to letters written for a fictional children's charity using content aligned with each option separately, and combined, compared to a control version. Using an experimental dictator game, Universalism values are found to be negatively related to giving across the board as compared to the valueless treatment. We find no statistically significant improvement in donor responses to acquisition appeals that choose to highlight either Universalism or Security values between men and women, although men were marginally less responsive to Universal, self‐transcendent values language. The discussion attempts to make sense of these results and the possible complications of running a donor acquisition campaign in the time of COVID‐19.

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The Effects of Cultural Adaptation in Fundraising Letters: The Case of Help-Self and Help-Others Appeals in a Feminine Culture

Abstract: Gender has been shown to affect the persuasiveness of help-self and helpothers

Cited by 4 publications

References 32 publications

De effecten van other-benefit appeals, self-benefit appeals en exemplars bij het werven van vrijwilligers voor charitatieve organisaties

De effecten van other-benefit appeals, self-benefit appeals en exemplars bij het werven van vrijwilligers voor charitatieve organisaties

The Role of Beneficiaries’ Group Identity in Determining Successful Appeal Strategies for Charitable Giving

What do you value? Examining gendered responses to appeal letters

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