Using Positive vs. Negative Photographs for Third-World Fund Raising

Abstract

This study compared fund raising appeals that used either (1) no photograph, (2) a pleasant “positive” photograph, or (3) a less pleasant, needy “negative” photograph. Working closely with World Vision Canada, a humanitarian relief and development organization, the authors used the organization's donor list to create three treatment groups of more than 15,000 each to receive fund raising letters. Dependent variables included response rate and amount of money donated. The no photograph condition resulted in the highest response rate but the letter with the positive photograph yielded the highest average contribution. The negative photograph resulted in fewest responses and lowest contributions.