The influence of competing organisational appeals on individual donations

Abstract

AbstractPolicy scholars and the public alike are concerned not only with the actions policymakers take in the legislature but also with the money that enables policies to reach the legislative agenda. A significant portion of these funds come from individual donors. We examine how appeals from public policy organisations influence donation behaviour. Existing research studies the effectiveness of appeals in isolation, but few studies consider the competitive environment in which these appeals occur. With nearly 1.5 million nonprofit organisations in the United States, Americans face many competing appeals for their limited funds. We develop a theoretical account of the effects of competing appeals on donation behaviour and test our theory with a large experimental study across two Midwestern states. Our results suggest that negative emotional appeals, rather than increasing total donation behaviour, increase the proportion of donations directed towards the soliciting organisation. Furthermore, two competing appeals cancel out one another.