Communicating charity successes across cultures: Highlighting individual or collective achievement?

Abstract

Purpose

This paper aims to examine how different ways in which a charitable organization communicates successes (highlighting individual or collective achievement) can influence potential future donors, and to determine whether the effectiveness of the communication strategy is contingent on the cultural context.

Design/methodology/approach

Experiments were conducted in the USA and Mexico.

Findings

The findings of the study demonstrate that the effectiveness of communications with the public regarding a charitable organization's success stories depends on the type of message used in relation to the cultural context. When the message was congruent with the cultural dimension of individualism‐collectivism, the public was more likely to consider making a contribution to the charity.

Research limitations/implications

The study examined the impact of conveying a message congruent with the cultural context in the context of charitable contributions. Further research is needed to examine whether one would expect a similar result with a different type of charitable organization (issue‐related instead of cause‐related) or a non‐student sample.

Practical implications

The authors found that the effectiveness of communications with the public regarding a charitable organization's success stories depends on the type of message used in relation to the cultural context. Standardizing the message can have adverse implications on the public's intentions to donate to the organization.

Originality/value

Very few studies examine charity advertising in a global setting, and to the authors' knowledge this study is the first to examine communicating success stories to the public. In addition, previous studies do not examine the impact of different advertising appeals on intentions to donate to the charity, an important dependent variable for both researchers and practitioners.

Citation

Laufer, D., Silvera, D.H., Brad McBride, J. and Schertzer, S.M.B. (2010), "Communicating charity successes across cultures: Highlighting individual or collective achievement?", European Journal of Marketing, Vol. 44 No. 9/10, pp. 1322-1333. https://doi.org/10.1108/03090561011062862