Abstract
- Nonprofit organizations often position their charitable efforts as fulfilling the immediate needs of those who are disadvantaged (termed immediate aid appeals). This manuscript explores an alternative positioning strategy focused on the use of autonomous aid appeals, which promote the use of donated funds to facilitate the eventual self-sufficiency of those in need. Seven studies show that individuals are more likely to donate to a charity that uses autonomous aid appeals over immediate aid appeals. This effect is generalized to various contexts and examined with actual donation behavior. Additionally, managerially relevant boundary conditions are explored and found to support a serial mediation model first through perceptions of impact followed by feelings of hope for the recipient’s future. The proposed framework is supported through mediation analyses and two process-by-moderation studies. Practical implications for charities and their promotional messaging are provided.