Date of Graduation

5-2023

Document Type

Thesis

Degree Name

Master of Arts in Communication (MA)

Degree Level

Graduate

Department

Communication

Advisor/Mentor

Lindsey Aloia

Committee Member

Matthew Spialek

Second Committee Member

Robert Wicks

Keywords

altruism, donation, framing, narrative frames, nonprofit organization, statistical frames

Abstract

This study investigated the influence of framing and altruism on individuals' intentions to donate to a health-oriented nonprofit organization. One hundred ninety-three participants were recruited from social media to complete an experiment online. Participants reviewed fundraising messages using either a statistical frame or a narrative frame. Following the presentation of a fundraising message participants completed close-ended self-report scales to evaluate their perceptions of the ad, their intentions to donate, and their personal altruism. Results demonstrated there was a correlation between intention to donate and ad evaluation. Next, there was no relationship between altruism and intention to donate and neither frame was more persuasive in producing an intention to donate. Lastly, altruism was positively correlated with ad evaluation and there was a significant interaction effect between altruism and frame; however, there was not a significant interaction effect between altruism, intention to donate, and frame. Theoretical and practical implications of the findings are discussed.

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