The impact of victims’ imagery on charity crowdfunding campaigns: How photos of victims doing nothing to help themselves elicit fewer donations

As fundraising becomes more competitive, charitable organizations increasingly invest in maximizing the effectiveness of their appeals.
Buskila and Perez

Management Slant

  • When viewing campaign photos on charity crowdfunding platforms, donors are less likely to donate to campaigns featuring victims taking no action—versus taking action—to help themselves.
  • This effect is driven by...
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