A new study shows other strategies may also be effective at motivating people to give, apart from ‘sad-vertising’
Those ads showing caged dogs and desperate looking cats while Canadian singer Sarah McLachlan’s “Angel” played in the background have been not just effective at making viewers sad, but also remarkably successful at raising money for the American Society for the Prevention of Cruelty to Animals since 2007.
The study gathered posts made to Twitter, the social media platform now called X, from people who gave to Wikipedia and posted a hashtag acknowledging the donation. The researchers analyzed the posts from before and after the users made a donation and found that it improved shortly before they gave. Their study isn’t the first to find a connection between well-being and generosity, said Lara Aknin, professor of social psychology at Simon Fraser University, but it does a provide a valuable look at a person’s specific feeling at a specific moment in a real world example. One take-away could be that it would be beneficial to reach people at times when they are already feeling good, like on holidays or a loved one’s birthday, she said.
The researchers used natural language processing tools to analyze the sentiments of a person’s tweets and identify their mood based on their posts. While nonprofits always want to attract additional donations, many feel a particularly acute need right now. Human service, arts and educational organizations among others were profoundly stretched and stressed by the pandemic. Many continue to report increased demand for their services at the same time, economic conditions like inflation and major declines in the stock market impacted philanthropic giving.
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