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Help yourself: Pictures of donation recipients engaged in physical self-help enhance donations on crowdfunding platforms

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  • Perez, Dikla
  • Munichor, Nira
  • Buskila, Gadi

Abstract

Many charity organizations raise money through crowdfunding platforms, in which donors choose among large numbers of projects that compete for funds. Prior research suggests that photos used in a charity appeal substantially affect donation behavior. This study identifies a novel feature of campaign imagery that influences the donation decision: portrayal of victims engaged in different types of “self-help” actions. Specifically, two controlled experiments and an analysis of field data explore how prospective donors respond to fundraising campaign photos featuring either physical self-help, non-physical self-help, or no self-help. Results show that donors contribute more funds to campaigns that show victims engaged in physical self-help than to campaigns portraying victims engaged in non-physical self-help or no self-help. The findings also suggest that this influence is attributable to the sense of inspiration elicited by such images and is attenuated when the self-help behavior is perceived as inappropriate for the situation at hand.

Suggested Citation

  • Perez, Dikla & Munichor, Nira & Buskila, Gadi, 2023. "Help yourself: Pictures of donation recipients engaged in physical self-help enhance donations on crowdfunding platforms," Journal of Business Research, Elsevier, vol. 161(C).
    • Handle: RePEc:eee:jbrese:v:161:y:2023:i:c:s0148296323001844
    DOI: 10.1016/j.jbusres.2023.113826
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    Cited by:

    1. Han Wang & Chundong Zheng & Jiehang Song & Yanru Tang, 2024. "Rendering misery or selling hope? The mechanism of imagery contrast effect in charitable appeal," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 21(4), pages 1081-1098, December.

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