Korištenje pozitivnih i negativnih apela za prikupljanje sredstava neprofitnih organizacija

master's thesis

• Title (english): The use of positive and negative appeals for funding non-profit organizations
• Author: Edina Šahurić
• Mentor: Morana Fudurić (mentor); MBZ: 305453
• Committee member: Jurica Pavičić (predsjednik povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2021-07-02, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Neprofitne organizacije za misiju i svrhu djelovanja imaju ostvarenje cilja općeg dobra pa im zarada nije primarni fokus. Međutim, kako su čovjeku nužna osnovna dobra za egzistenciju tako su neprofitnoj organizaciji nužni resursi za nesmetano odvijanje aktivnosti. Tu na scenu stupa marketinška komunikacija i emocionalni apeli pomoću kojih se prikupljaju financijska sredstva. Logika nalaže da se buđenjem emocija od kojih je čovjek sazdan, putem pozitivnih i negativnih apela, može aktivirati psihološka ili socijalna potreba pojedinca i potaknuti željena radnja, u ovom slučaju donacija. U ovom radu analizira se učinkovitost negativnih i pozitivnih apela kroz šest oglasa u tri područja rada neprofitnih organizacija. Provedeno je istraživanje na 172 ispitanika putem anketnog upitnika gdje se ispitivala povijest doniranja, izazvane emocije, percipirana etičnost i namjera doniranja. Statističkom analizom došlo se do spoznaje da je apel na sreću najučinkovitiji dok je neprihvatljivim percipiran rad na ljutnju. Sukladno tome, apel na sreću je siguran odabir prilikom kreiranja poziva na donaciju dok se apelom na ljutnju riskira prelijevanje osjećaja ljutnje na stav o organizaciji i time se potencijalno gubi volja za donacijom.

Abstract (english)

Non-profit organizations for the mission and purpose of action have the goal of the common good, so their earnings are not the primary focus. However, a non-profit organization requires resources for the smooth running of activities. That is where marketing communication and emotional appeals become important to raise funds. Logic dictates that by awakening the emotions of which man is made, through positive and negative appeals, one can activate the psychological or social need of the individual and encourage the desired action, in this case, donation. This paper analyzes the effectiveness of negative and positive appeals through six advertisements in three areas of non-profit work. 172 respondents participated in the research through a survey questionnaire. The goal was to examine the history of individual donation, evoked emotions, perceived ethics, and intention to donate. Statistical analysis showed that appeal to happiness was the most effective one. Furthermore, the appeal to anger was perceived as unacceptable by the respondents. For the managers, the appeal to happiness represents a safer choice when creating a call for donation. The appeal to anger is a greater risk because of the spilling effect of emotions (anger) at the attitude about the organization in general and consequently lacking the will to donate.

• Keywords: neprofitne organizacije; prikupljanje financijskih sredstava; pozitivni apeli; negativni apeli; donacije
• Keywords (english): non-profit organization; fundraising; positive appeals; negative appeals; donations
• Language: croatian
• URN:NBN: urn:nbn:hr:148:800388
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2021-07-12 07:23:59