The activities of contemporary charitable and non-profit organizations take place in an environment characterized by high demand for donations and limited societal financial resources. Although digital giving and public engagement have increased, attention and funding remain unevenly distributed across charity types. Existing academic research mainly examines the effects of advertising on consumers’ emotional responses and donation intentions in a general sense, often overlooking the charitable domain as an important contextual factor. However, charity types differ in emotional intensity, perceived psychological proximity, and clarity of impact, meaning that identical advertising strategies may lead to different consumer responses. The aim of this study is to analyze the impact of advertising on consumers’ emotional responses and donation intentions across different charity types.
Project results:
The findings will help identify charitable domains that naturally generate stronger emotional engagement and higher donation intentions, as well as those that require more targeted and context-sensitive communication strategies. The results will be practically relevant for non-profit organizations, supporting more effective advertising decisions, improved allocation of limited resources, and enhanced fundraising campaign effectiveness.
Period of project implementation: 2026-07-01 - 2026-08-31
Project coordinator: Kaunas University of Technology
