door.donau-uni.ac.at o:5248 Snowballing Smiles : A case for positive messaging to raise funds for non-profits Charity appeals are a key part of raising funds for non-profits and charities. There are two dominant approaches - one features a positive, empowering tone for the appeal, and the other features a negative, urgent tone. Both these tones evoke different emotions. This study aims to explore which approach is more effective in increasing the intention of the viewer to donate. This is done through a survey with 90 respondents where their messaging preference is evaluated alongside their feelings and a thematic analysis of semi-structured interviews of 5 professionals working with non-profits. Individuals seem to prefer a negatively framed appeal to a positively framed one. There is a growing trend among non-profits to shift towards a consistently empowering narrative. The final recommendation is for non-profits to segment the audience, tailor messages and alternate between both approaches to evaluate effectiveness. eng Nonprofit Marketing Messaging Tone Donor Intention Framing 2025-02-21T09:58:46.813Z LOMv1.0 Author BEGIN:VCARD VERSION:3.0 N:Ashraf;Amal; FN:Amal Ashraf END:VCARD https://w3id.org/kim/hcrt/scheme https://w3id.org/kim/hcrt/text Textdokument Text LOMv1.0 yes https://rightsstatements.org/vocab/InC/1.0 application/pdf 1199426 https://door.donau-uni.ac.at/o:5248 https://door.donau-uni.ac.at/api/object/o:5248/thumbnail LOMv1.0 discipline