The Impact of Social Framing in Digital Fundraising Campaigns on Donation Behaviour

International Journal of Humanities and Social Science

© 2025 by SSRG - IJHSS Journal

Volume 12 Issue 6

Year of Publication : 2025

Authors : Aarushi Karnawat

10.14445/23942703/IJHSS-V12I6P101

How to Cite?

Aarushi Karnawat, "The Impact of Social Framing in Digital Fundraising Campaigns on Donation Behaviour," SSRG International Journal of Humanities and Social Science, vol. 12,  no. 6, pp. 1-8, 2025. Crossref, https://doi.org/10.14445/23942703/IJHSS-V12I6P101

Abstract:

Online crowdfunding has become an important tool to raise funds for various causes. The success of these campaigns, however, depends on how the campaigns for donations are framed and whether they can create a sense of trust and evoke emotions in potential donors. This study aims to look at the social framing of the online donation campaigns and how this framing affects the willingness of people to donate, and compare emotional and trust-based appeals, and also analyse the donation behaviour of donors. This paper used a quantitative analysis of the data collected by 36 respondents, and the participants were given two campaigns based in India and two in the U.K. They were analysed on a 5-point Likert scale, across three dimensions: trust, emotional impact, and persuasiveness. Along with this, the Helping Attitudes Scale (HAS) was used to measure prosocial orientation. There was more motivation towards donating to the campaign in the U.K., whereby credibility and transparency were the motivating factors, rather than emotional appeal. These results suggest that donations are driven by trust as well, not just empathy. Nonprofit organisations can benefit when they emphasise accountability and show tangible results to their potential donors to build trust.

Keywords:

Social Framing, Digital Campaigns, Fundraising, Consumer Behaviour, Crowdfunding.

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