The 'I' of the beholder: How gender differences and self-referencing influence charity advertising
Chun-Tuan Chang and Yu-Kang Lee
National Sun Yat-sen University
Introduction
Charitable donation has always been accounted as a vital funding source to the development of non-profit organisations (NPOs). Among all sources of giving, individual giving is always the largest component of charitable contributions. In the US, for instance, it accounted for over 70% in 2008 (Giving USA Foundation 2009). Thus, how to maximise giving responses from private individuals is an important subject with regard to charity advertising, especially when fundraising competition among NPOs is fierce...