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Char i t i esCanEnc our ageMor eDonat i onsBy Keepi ngTheEmot i onal T oneOfThei rAppeal s Cons i s t ent , Res ear c hShows Enc our agi nggr eat erl ev el sofc har i t abl edonat i onsc anbe ac c ompl i s hedbymat c hi ngt heemot i onoft hei magesus ed i nappeal st ot het oneoft hel anguageandnar r at i onus ed, s howsnewr es ear c hf r omRot t er damSc hool ofManagementEr as musUni v er s i t y .

Thes t udy , c onduc t edbyDrAl e xGenevs kyofRSM al ongs i dePhDc andi dat eTi ngYi Li nandwi t hc ol l eaguesf r om t heUni v er s i t yofMi c hi gan, t heWhar t onSc hool att heUni v er s i t yofPenns yl vani a, andSt anf or dUni v er s i t y , s oughtt o bet t erunder s t andwhatmot i vat espeopl et odonat et o c har i t abl ec aus es .

T odos o, t her es ear c her spr ovi dedas ampl eofpot ent i al donor swi t har eal budgetof$10t oei t herdonat eork eep f ort hems el v es , bef or ee xpos i ngt hemt oavar i et yofc har i t abl er eques t s , r ec or di nghowmuc hwasgi v ent oeac h appeal .

Languagei nt heappeal swasvar i edt opr es entpar t i c i pant s wi t hdi f f er entemot i onal s t anc es .

Fore xampl e, mes s ages s uc has‘ Yourdonat i onsc ans a v et hous andsf r omdeat hby s t ar vat i on’ i ndi c at i ngades per at er eal i t yt obefix ed, or ‘ Yourdonat i onc anens ur eaheal t hyf ut ur ef ort hous ands , ” poi nt i ngt oamor ehopef ul f ut ur e, wer eus ed.

DrGenevs kys a ys ; “ Wer eal l ywant edt oi nc l udee xper i ment swi t hr eal donat i ons , notonl yhypot het i c al ones .

Whenpeopl eknowt hei r c hoi c ewi l l ac t ual l ygi v emoneyt oc har i t y , t hei rbeha vi our c ar r i esmor ewei ghtandt her es ul t sar emor er el i abl e.

We s a wt hat , whet herpos i t i v eornegat i v e, c har i t abl eappeal s ar emos tef f ec t i v ewhent hei remot i onal el ement smat c hed i nt one. ” T oat t emptt ounder s t andwhyc ons i s t enc ypr ompt eda gr eat err es pons ef r omdoner s , t hes ec onde xper i mentanal ys edt hebr ai nac t i vi t yofpar t i c i pant svi af unc t i onal magnet i cr es onanc ei magi ng( f MRI ) , whi l s tt heyvi ewedt heappeal sandmadet hei rc har i t abl edec i s i ons .

Thedat af r omt hes es c ansr ev eal edt hatc har i t abl eappeal s t hatwer ec ons i s t enti ni mager yandl anguageac t i vat edt he nuc l eusac c umbens , t her ewar dc ent r eoft hebr ai n, c r eat i ngapos i t i v eemot i onal e xper i enc e.

Thi si nt ur npr ompt ed par t i c i pant st omak eagr eat erl ev el ofdonat i ons .

Ther es ear c her ss t at et hefindi ngshol di mpor t antl es s ons f orf undr ai s er sandmar k et er s .

Theac c ompanyi ngi mager ywasal s ovar i ed, wi t happeal s di s pl a yi ngi magesofpeopl el ooki ngei t herdi s t r es s edi n t hei rc i r c ums t anc esorhappy .

Byt aki ngs i mpl es t epst ok eepmes s agi ngc ons i s t entac r os s l anguageandvi s ual s , or gani s at i onss t andt ogai naf ar bet t err es pons ef r omt hei raudi enc e, r ai s i ngmor emoney f ort hei rc aus es .

I nt hefir s tpar toft hes t udy , par t i c i pant swer ee xpos edt o donat i onr eques t sf eat ur i ngdi f f er entc ombi nat i onsof emot i onal i magesandmes s ages , andt henwer eas k edt o dec i dehowmuc ht heywant edt odonat et oeac h.

Fur t her mor e, s uc hadj us t ment sdonotr equi r ebi gbudget s t obeac t i oned, apoi ntwhi c h, DrGenevs kyhi ghl i ght sas c r uc i al f ort hec har i t ys ec t ori npar t i c ul arwhi c hof t en wor ksundert i ghtfinanc es .

Ther es ul t sr ev eal edt hat , whenat t empt i ngt oenc our age gr eat erl ev el sofc har i t abl egi vi ng, c ons i s t enc ymat t er ed.

Whent heemot i onal i mager ymat c hedt het oneofl anguage us edi nanappeal par t i c i pant swer el i k el yt odonat eagr eat eramount .

Ther es ear c her ss ugges tt hefindi ngswoul dal s obeappl i c abl eout s i deoft hec har i t ys ec t or , s ugges t i ngpr of es s i onal s wor ki ngac r os sbr andi ng, adv er t i s i ngandc ommuni c at i ons f orc or por at eac t i vi t i ess uc hasCSRi ni t i at i v eswoul dbe abl et ogener at egr eat erengagementf r oms t af fbyempl oyi ngt hes amet ec hni ques .

Fur t her mor e, t heef f ec twast hes amewhet hert heappeal s wer ec ons i s t enti nnegat i vi t y( ur gentl anguagewi t hdi s t r es s i ngi mages ) orpos i t i vi t y( hopef ul l anguagewi t hs mi l i ngf ac es ) .

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