Health-Oriented Nonprofit Organizations: The Influence of Evidence and Altruism on Advertisement Evaluation and Intentions to Donate

Abstract

This study investigated the influence of evidence (statistical, narrative) and altruism on advertisement evaluations of and intentions to donate to a health-oriented nonprofit organization. Participants (N = 296) reviewed fundraising messages and evaluated their perceptions of the advertisement, their intentions to donate, and their personal altruism. Results demonstrated that statistical and narrative evidence produced similar evaluations of the advertisements; however, narrative evidence produced stronger intentions to donate than statistical evidence. Altruism was also positively correlated with advertisement evaluation for both types of evidence; however, this association was stronger for narrative evidence than statistical evidence.

Keywords:

• altruism
• donation
• narrative evidence
• nonprofit organizations
• statistical evidence

Disclosure Statement

No potential conflict of interest was reported by the author(s).