Victim Imagery Composition Affects Charitable Crowdfunding Donations

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Summary

As charity fundraising becomes more competitive, the imagery used in crowdfunding campaigns requesting help for victims can make the difference between higher or lower donations. Evidence from new research shows that campaigns with images that show victims as helpless attract fewer donations than those showing victims helping themselves.

Authors’ bios:

Gadi Buskila (gadi.buskila@gmail.com) is a lecturer of economics and computer applications for undergraduate students at Western Galilee College, and a PhD student in the Graduate School of Business Administration, Haifa University, both in Israel. He completed his thesis in marketing in consumer behavior and charity giving at Bar-Ilan University, Israel.

Dikla Perez (dikla.perez@biu.ac.il) is a lecturer of marketing (assistant professor) in the Graduate School of Business Administration at Bar-Ilan University. Her research focuses on two main topics: social influence and its role in consumers' and managers' behavior, and the role of environmental factors in consumers' and managers' decision-making processes. Perez’s research methodology includes experimental designs in the laboratory and field, typically coupled with an internal meta-analysis.