Date of Graduation

5-2026

Document Type

Thesis

Degree Name

Bachelor of Arts in Advertising and Public Relations

Degree Level

Undergraduate

Department

Journalism

Advisor/Mentor

Joel Reed

Committee Member

Sisi Hu

Second Committee Member

Freddie Jennings

Abstract

This study investigates how different narrative framing strategies, and corresponding sources of motivation, influence donors’ willingness to support a sexual and reproductive health nonprofit. A nationally representative sample (N = 205) completed an experiment embedded in an online survey. Participants were randomly assigned to read either a pleasure-based or pressure-based story about reproductive healthcare. Participants then reported their reactions, motivations, and willingness to support the nonprofit. Results indicated no significant difference in charitable support intentions across the two conditions, instead finding that partisan identification and value alignment were the key predictors of charitable support. The results also indicated that higher levels of narrative transportation predicted a greater willingness to support the nonprofit. These findings suggest that nonprofits in polarized contexts should focus less on story framing and more on value emphasis and detailed storytelling that transports the reader.

Keywords

narrative framing; charitable support; value alignment; narrative transportation; partisan identification; sexual and reproductive health nonprofits

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