The use of displays in soliciting charitable donations

Four types of appeal were used to determine which would be the most effective in eliciting interest in and donations to a charity for children. In a "needy child" appeal, a picture of a child who was ill-looking and poorly clothed was used to help solicit donations. In a "helped child" appeal, a picture of a healthy-looking, child was presented. A third type of appeal presented both a "needy" and a "helped" child, in order to demonstrate that donations could actually help the needy child to a better life. In a final control appeal, no pictures were used. Results indicated that the "helped child" appeal, was most effective in eliciting interest from potential donors; the "needy child" appeal proved least effective. These results were discussed in relation to research on reactance theory, the "just world" hypothesis and interpersonal attraction.