Marketing for charity: Portraying hope or despair?

Anggun Puspita Khoirun Nisa, Chaikal Nuryakin, Laksamana Faishal Hafidz

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

Abstract

Advertising for philanthropic organizations has a different role compared with advertising for a business entity. It should not only give information about the product or services, but also attract the audiences to perform an act of charitable giving. There are two common appeals in advertising, informational appeals and emotional appeals, which can be portrayed in a positive and negative way. This research aimed to examine which appeals are more effective for attracting donors to a charity education program. Using a laboratory experiment, we found that positive appeals work best for attracting more donors and gathering a higher donation amount. From the perspective of the philanthropic organization, we have proposed some recommendations to develop an effective marketing strategy for a charity education program based on our findings.

Original languageEnglish
Title of host publicationContemporary Issues on Business, Development and Islamic Economics in Indonesia
PublisherNova Science Publishers, Inc.
Pages47-68
Number of pages22
ISBN (Electronic)9781536168327
ISBN (Print)9781536162783
Publication statusPublished - 1 Jan 2019

Keywords

  • Advertisement appeals
  • Education charity program
  • Laboratory experiment
  • Philanthropic organization

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