A qualitative examination of the persuasive marketing strategies used by charity websites to attract donors

Kheta, Asha and Cachia, Moira ORCID: https://orcid.org/0000-0002-4470-1701 (2015) A qualitative examination of the persuasive marketing strategies used by charity websites to attract donors. In: UWL Teaching and Learning Conference 2015, 29 June 2015, London, UK. (Unpublished)

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Citizens should engage in prosocial behaviour such as donating towards a charitable cause to help the wellbeing of others (Chang, 2014). Charity organisations utilise persuasive and emotive techniques to attract and gain such donor attention. Advertisements may appeal to altruistic motives by stressing the benefits of donating to those who are in need or it may focus on egoistic motives by highlighting what the giver will gain by donating (Brunel & Nelson, 2003).
The aim of this study was to examine how prevalent charity websites are on applying persuasive marketing strategies towards an increase in donor intentions. A qualitative study was conducted which examined data from 12 different well-known and established UK charity websites in order to recognise the methods which are applied by charities to attract potential donors. The charities included British Heart Foundation, Cancer Research, Mencap and Save the Children. The textual information on the websites was analysed using Thematic Analysis (Braun & Clarke, 2013). Three themes were identified, namely: Guilt regulation (through Altruistic & Egoistic Helping); Involvement in the Charity (through Volunteering and Fundraising Events) and Persuasive emotive language. The themes provided in this research have linked to the findings presented in the literature which delivered explanations of donor intentions.
The outcome of this study concluded that guilt appeals are the most commonly used method in much of the website advertising to attract donors and increase donation intentions, which led to some form of prosocial behaviour. It was also established that message framing and message variables also manipulate increasing donation intentions. The findings recognised in this research propose possible implications for less established charities, potential consumers and businesses which require more consumer input. Further research would benefit from a content analysis (Brynam, 2012) which can be applied on a wider scale.

Item Type: Conference or Workshop Item (Poster)
Subjects: Media
Social sciences > Communication and culture
Business and finance
Depositing User: Moira Cachia
Date Deposited: 28 Jul 2015 08:09
Last Modified: 28 Aug 2021 07:18
URI: https://repository.uwl.ac.uk/id/eprint/1249


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