Artificial Intelligence Versus Human Fundraisers: Evidence That Narrative Perspective and Fundraiser Identity...

Area of Science:

• Human-computer interaction
• Marketing
• Psychology

Background:

• Artificial intelligence (AI) is increasingly used in charitable fundraising, challenging traditional theories.
• The effectiveness of narrative perspectives (first-person vs. third-person) in fundraising is well-documented for human fundraisers but unexplored for AI.

Purpose of the Study:

• To investigate the interaction between narrative perspective and fundraiser identity (AI vs. human) on donation intentions.
• To understand the role of empathic concern in mediating these effects.
• To identify boundary conditions, such as help-seeker identifiability, for these narrative strategies.

Main Methods:

• Three studies were conducted applying narrative transportation theory (NTT).
• Participants' donation intentions were measured in response to AI and human fundraisers using first-person and third-person narratives.
• Empathic concern and help-seeker identifiability were assessed as mediating and moderating variables.

Main Results:

• Study 1: AI fundraisers were more effective with first-person narratives, while human fundraisers were more effective with third-person narratives.
• Study 2: Empathic concern mediated the effect, with narrative perspective influencing empathy, which in turn influenced donation intentions.
• Study 3: The advantage of specific narrative perspectives disappeared when the help-seeker's identity was ambiguous.

Conclusions:

• Nonprofits can optimize AI fundraising by using first-person narratives and human fundraisers with third-person narratives.
• Empathic concern is a key mechanism linking narrative perspective, fundraiser identity, and donation intentions.
• Help-seeker identifiability is a crucial factor influencing the effectiveness of different narrative strategies in AI and human-led fundraising.