使用情感是否增加了非营利组织的捐款和志愿者?
Pamela Paxton1, Kristopher Velasco1, Robert W Ressler2
1University of Texas at Austin.
American sociological review
|May 13, 2024
概括
非营利组织可以通过在使命声明中使用情感语言来吸引更多的捐款和志愿者. 积极的情绪通常会增加支持,但积极和消极情绪的混合对一些组织来说可能是最有效的.
科学领域:
- 社会科学 社会科学 社会科学
- 非营利性的管理管理.
- 计算社会科学 计算社会科学
背景情况:
- 非营利组织提供基本服务,动员行动,倡导权利,需要大量资源.
- 传统研究将非营利组织视为理性实体,重点关注财务效率和规划.
- 了解非营利组织如何在竞争中吸引捐款和志愿者对于其可持续性至关重要.
研究的目的:
- 调查非营利组织使命声明中的情感诉求是否会影响捐款和志愿者招募.
- 分析使命声明中积极和消极情绪对资源获取的影响.
- 在各种非营利部门 (如艺术,社会福利) 中区分情感语言的影响.
主要方法:
- 在2012-2016年期间,利用了9万个非营利组织的IRS 990电子文件数据.
- 采用计算文本分析来量化非营利组织使命声明的情绪 (积极/消极影响).
- 与组织捐款和志愿者数量相关联的使命声明情绪,控制机构领域.
主要成果:
- 使命声明中的积极情感语言通常与捐赠和志愿者的增加有关,特别是在社会联系领域.
- 对于某些非营利性类型,使命声明中积极和消极情绪的组合在志愿者招募中被证明最有效.
- 实验和纵向研究证实,情感语言对慈善行为有积极的影响.
结论:
- 情感上的吸引力,特别是使命声明中表达的情感,在非营利性筹款和志愿者参与中发挥着重要作用.
- 非营利组织可以战略性地使用情感语言来增强他们吸引和留住捐助者和志愿者的能力.
- 这项研究强调了理解和利用非营利部门的情感沟通的重要性.
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