Advertising strategies for charities: Promoting consumers' donation of time versus money

Charity advertising seeks to motivate donors to give either time or money, two resources that donors view as quite different from each other.

Advertising strategies for charities: Promoting consumers’ donation of time versus money

Namin Kim

Kyonggi University

Introduction

The objectives of non-profit advertising are quite different from those of for-profit advertising. The latter aims to persuade consumers to purchase products and services, whereas the former intends to motivate donors to give either time or money (Reed et al. 2007), which are resources that donors view as being quite different from each other. There is evidence that time and money are psychologically different and that consumers display different perceptions and behaviours concerning spending time vs money (Liu & Aaker 2008). Time is...

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