Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Leveraging Creativity in Charity Marketing: The Impact of Engaging in Creative Activities on Subsequent Donation Behavior

Leveraging Creativity in Charity Marketing: The Impact of Engaging in Creative Activities on... Charities are constantly looking for new and more effective ways to engage potential donors in order to secure the resources needed to deliver services. The current work demonstrates that creative activities are one way for marketers to meet this challenge. Field and lab studies find that engaging potential donors in creative activities positively influences their donation behaviors (i.e., the likelihood of donation and the monetary amount donated). Importantly, the observed effects are shown to be context independent: they hold even when potential donors engage in creative activities unrelated to the focal cause of the charity (or the charitable organization itself). The findings suggest that engaging in a creative activity enhances the felt autonomy of the participant, thus inducing a positive affective state, which in turn leads to higher donation behaviors. Positive affect is demonstrated to enhance donation behaviors due to perceptions of donation impact and a desire for mood maintenance. However, the identified effects emerge only when one engages in a creative activity—not when the activity is noncreative, or when only the concept of creativity itself is made salient. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Marketing SAGE

Leveraging Creativity in Charity Marketing: The Impact of Engaging in Creative Activities on Subsequent Donation Behavior

Journal of Marketing , Volume 86 (5): 16 – Sep 1, 2022

Loading next page...
 
/lp/sage/leveraging-creativity-in-charity-marketing-the-impact-of-engaging-in-p6TiYWMzpL

References (78)

Publisher
SAGE
Copyright
© American Marketing Association 2021
ISSN
0022-2429
eISSN
1547-7185
DOI
10.1177/00222429211037587
Publisher site
See Article on Publisher Site

Abstract

Charities are constantly looking for new and more effective ways to engage potential donors in order to secure the resources needed to deliver services. The current work demonstrates that creative activities are one way for marketers to meet this challenge. Field and lab studies find that engaging potential donors in creative activities positively influences their donation behaviors (i.e., the likelihood of donation and the monetary amount donated). Importantly, the observed effects are shown to be context independent: they hold even when potential donors engage in creative activities unrelated to the focal cause of the charity (or the charitable organization itself). The findings suggest that engaging in a creative activity enhances the felt autonomy of the participant, thus inducing a positive affective state, which in turn leads to higher donation behaviors. Positive affect is demonstrated to enhance donation behaviors due to perceptions of donation impact and a desire for mood maintenance. However, the identified effects emerge only when one engages in a creative activity—not when the activity is noncreative, or when only the concept of creativity itself is made salient.

Journal

Journal of MarketingSAGE

Published: Sep 1, 2022

Keywords: autonomy; creativity; donation; positive affect

There are no references for this article.