Nonprofit Advertising and Behavioral Intention: the Effects of Persuasive Messages on Donation and Volunteerism
Description:
Nonprofit organizations are dependent on donations and volunteers to remain operational. Most rely on persuasive communications to inform, educate, and convince recipients of their messaging to respond in order to raise funds and generate volunteers. Though the marketing and psychology literature has examined charitable giving and volunteerism, the effectiveness of persuasive messages to affect philanthropy, gift-giving, and fundraising is a gap in the cause marketing literature (Dann et al. 20…
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Date:
August 2013
Creator:
Van Steenburg, Eric