Is Concrete Framing More Effective in Enticing Donations? The Impacts of Donation Requests and Identified Beneficiary on the Effectiveness of Concrete Framing

Abstract

Previous research has shown that concrete-framed fundraising goals are more effective at eliciting donations. This study extends these findings by exploring the boundaries of the concrete framing effect. Across three experiments, our results indicate that concrete framing positively influences donations by enhancing message elaboration, which in turn increases empathy and, consequently, willingness to donate. However, the impact of this framing is moderated by the size of the donation request and the identification of the beneficiary. These findings provide valuable insights for charities and nonprofits on how to craft fundraising messages that maximize cognitive and emotional engagement with potential donors.