{"@context":{"aiiso":"http:\/\/purl.org\/vocab\/aiiso\/schema#","arm":"https:\/\/ld4p.github.io\/arm\/core\/ontology\/0.1\/","bf":"http:\/\/id.loc.gov\/ontologies\/bibframe\/","bib":"https:\/\/bibliotek-o.org\/","bibo":"http:\/\/purl.org\/ontology\/bibo\/","cito":"http:\/\/purl.org\/spar\/cito\/","classSchemes":"http:\/\/id.loc.gov\/vocabulary\/classSchemes","dbo":"http:\/\/dbpedia.org\/ontology\/","dce":"http:\/\/purl.org\/dc\/elements\/1.1\/","dcmitype":"http:\/\/dublincore.org\/documents\/2000\/07\/11\/dcmi-type-vocabulary\/#","dcterms":"http:\/\/purl.org\/dc\/terms\/","ebucore":"http:\/\/www.ebu.ch\/metadata\/ontologies\/ebucore\/ebucore","edm":"http:\/\/www.europeana.eu\/schemas\/edm\/","foaf":"http:\/\/xmlns.com\/foaf\/spec\/#","frap":"http:\/\/purl.org\/cerif\/frapo","identifiers":"http:\/\/id.loc.gov\/vocabulary\/identifiers","ids":"http:\/\/id.loc.gov\/vocabulary\/identifiers\/","opaque":"http:\/\/opaquenamespace.org\/","pcdm":"http:\/\/pcdm.org\/models#","phaidra":"https:\/\/phaidra.org\/ontology\/","rdam":"http:\/\/rdaregistry.info\/Elements\/m\/","rdau":"http:\/\/rdaregistry.info\/Elements\/u\/","rdax":"http:\/\/rdaregistry.info\/Elements\/x\/","rdf":"http:\/\/www.w3.org\/1999\/02\/22-rdf-syntax-ns#","rdfs":"https:\/\/www.w3.org\/TR\/rdf-schema\/","relators":"http:\/\/id.loc.gov\/vocabulary\/relators","role":{"@context":{"advisor":{"@container":"@list","@id":"http:\/\/id.loc.gov\/vocabulary\/relators\/advisor"},"aut":{"@container":"@list","@id":"http:\/\/id.loc.gov\/vocabulary\/relators\/aut"}}},"schema":"http:\/\/schema.org\/","skos":"http:\/\/www.w3.org\/2004\/02\/skos\/core#","skosxl":"http:\/\/www.w3.org\/2008\/05\/skos-xl"},"@id":"https:\/\/door.donau-uni.ac.at\/o:5248","bf:note":[{"@type":"bf:Note","skos:prefLabel":[{"@language":"eng","@value":"Charity appeals are a key part of raising funds for non-profits and charities. There are two \ndominant approaches - one features a positive, empowering tone for the appeal, and the other \nfeatures a negative, urgent tone. Both these tones evoke different emotions. This study aims to \nexplore which approach is more effective in increasing the intention of the viewer to donate. \nThis is done through a survey with 90 respondents where their messaging preference is \nevaluated alongside their feelings and a thematic analysis of semi-structured interviews of 5 \nprofessionals working with non-profits. Individuals seem to prefer a negatively framed appeal \nto a positively framed one. There is a growing trend among non-profits to shift towards a \nconsistently empowering narrative. The final recommendation is for non-profits to segment the \naudience, tailor messages and alternate between both approaches to evaluate effectiveness."}]}],"dce:subject":[{"@type":"skos:Concept","skos:prefLabel":[{"@language":"eng","@value":"Nonprofit"}]},{"@type":"skos:Concept","skos:prefLabel":[{"@language":"eng","@value":"Marketing"}]},{"@type":"skos:Concept","skos:prefLabel":[{"@language":"eng","@value":"Messaging Tone"}]},{"@type":"skos:Concept","skos:prefLabel":[{"@language":"eng","@value":"Donor Intention"}]},{"@type":"skos:Concept","skos:prefLabel":[{"@language":"eng","@value":"Framing"}]}],"dce:title":[{"@type":"bf:Title","bf:mainTitle":[{"@language":"eng","@value":"Snowballing Smiles"}],"bf:subtitle":[{"@language":"eng","@value":"A case for positive messaging to raise funds for non-profits"}]}],"dcterms:created":["2024"],"dcterms:language":["eng"],"dcterms:type":[{"@type":"skos:Concept","skos:exactMatch":["https:\/\/pid.phaidra.org\/vocabulary\/69ZZ-2KGX"],"skos:prefLabel":[{"@language":"eng","@value":"Text"},{"@language":"deu","@value":"Text"}]}],"ebucore:filename":["TISE_MT_Alan Dill.pdf"],"ebucore:hasMimeType":["application\/pdf","application\/pdf"],"edm:hasType":[{"@type":"skos:Concept","skos:exactMatch":["https:\/\/pid.phaidra.org\/vocabulary\/P2YP-BMND"],"skos:prefLabel":[{"@language":"eng","@value":"Master theses"},{"@language":"deu","@value":"Masterarbeit"}]}],"edm:rights":["http:\/\/rightsstatements.org\/vocab\/InC\/1.0\/"],"role:advisor":[{"@type":"schema:Person","schema:affiliation":[{"@type":"schema:Organization","schema:name":[{"@value":"Poznań University of Economics and Business"}],"skos:exactMatch":["https:\/\/ror.org\/0532c1x92"]}],"schema:familyName":[{"@value":"Matysek-Jędrych"}],"schema:givenName":[{"@value":"Anna"}]},{"@type":"schema:Person","schema:affiliation":[{"@type":"schema:Organization","schema:name":[{"@value":"Universidade Nova de Lisboa"}],"skos:exactMatch":["https:\/\/ror.org\/02xankh89"]}],"schema:familyName":[{"@value":"Barreto"}],"schema:givenName":[{"@value":"Ana Margarida"}]}],"role:aut":[{"@type":"schema:Person","schema:familyName":[{"@value":"Ashraf"}],"schema:givenName":[{"@value":"Amal"}]}]}