Examining Personal Values and Regulatory Fit in Charity Campaign Appeals: Impact on Appeal Evaluation and Monetary Donations

Building on motivational message matching research, two studies tested if matching campaign appeals (a) with trans-situational goals in terms of the personal values universalism-nature for environmental causes (Study 1; N1=570), respectively universalism-care for poverty alleviation efforts (Study 2; N2=705), and (b) with appeal recipients’ promotion focus on aspirations/gains vs. their prevention focus on obligations/losses would positively impact campaign evaluations and donations among people prioritizing the value at stake. In both studies, participants highly prioritizing the targeted value evaluated promotion-framed appeals more favorably the stronger their promotion focus was (i.e., asymmetric regulatory fit). However, only value prioritization in both studies, and also promotion framing in Study 2, predicted donations to pro-environmental, respectively to poverty alleviation-focused charities (vs. to other charities or not donating). Using promotion-framed campaign appeals thus seems advisable, but more important seems to be an emphasis on content congruent with values at stake. These findings suggest the importance of framing on charitable giving might be overestimated.