Climate Donations Inspired by Evidence-Based Fundraising
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(Published version)
Date
2022
Authors
Ryba, R.
Dry, M.J.
Connell, S.D.
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Journal article
Citation
Frontiers in Psychology, 2022; 13:768823-1-768823-8
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Ren Ryba, Matthew J. Dry and Sean D. Connell
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Abstract
Everyone has an opportunity to contribute to climate solutions. To help people engage with this opportunity, it is critical to understand how climate organizations and fundraisers can best communicate with people and win their financial support. In particular, fundraisers often rely on practical skills and anecdotal beliefs at the expense of scientific knowledge. Fundraisers could be motivated to achieve a substantial boost in funding for climate solutions, if there is evidence of the financial gains that science-based fundraising makes available. In this Perspective, we provide a preliminary foray into such evidence. We bring together findings from philanthropic research and climate psychology to identify what factors can help captivate donors. Then, through an experimental study of a charitable appeal for a climate charity, we show how putting these factors into practice may contribute toward an increase in donated money. This provides optimism that evidence-based fundraising can inspire donors to contribute much-needed resources toward climate solutions.
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Published: 07 March 2022
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© 2022 Ryba, Dry and Connell. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.