The Role of Emotions in Nonprofit Communication

Abstract

This study explores how emotional appeals shape audience responses and behaviors in charitable organizations. Audience response to nonprofit communication is a multifaceted area of study encompassing how individuals react to messages, appeals, and initiatives by nonprofit organizations. Understanding these responses is crucial for nonprofits to effectively engage their target audience. Studies in the United States have shown that audience response is deeply tied to emotional appeals and personal relevance. For instance, narratives emphasizing personal stories of individuals impacted by nonprofits elicit stronger emotional responses, linked to increased willingness to donate. In Canada, research highlights the role of trust; audiences engage more with transparent nonprofits. Europe adds cross-cultural nuances; German audiences respond to efficiency, while French audiences prefer emotional storytelling. In African countries, culturally relevant communication channels lead to higher engagement. The study aims to understand how emotional appeals influence audience responses and behaviors in nonprofit communication. The study aims to explore how emotional appeals in nonprofit communication influence audience responses. The nonprofit sector in the United States accounts for 5.7% of GDP, yet challenges persist in engaging audiences effectively. Understanding emotions in nonprofit communication remains underexplored, especially in comparison to the extensive research on emotions in marketing. This study fills this gap by investigating emotional appeals' effects on audience responses. The Elaboration Likelihood Model (ELM) offers insights into how emotional appeals influence audience responses based on engagement levels. Positive emotional appeals lead to higher donation intention. Trust mediates the relationship between emotions and responses. Fear appeals prompt immediate responses, but hope appeals inspire long-term engagement. Emotional storytelling evokes empathy and connection. The study conducted a thorough review of existing literature on emotions in nonprofit communication between 2012 and the present. Findings reveal that emotional appeals play a significant role in shaping audience engagement, with positive emotions leading to higher donation intentions. Trust-building messages enhance emotional appeal effectiveness. Fear appeals elicit immediate responses, while hope appeals inspire sustained engagement. Emotional storytelling drives empathy and connection, increasing audience sharing and engagement. The study makes significant theoretical contributions by applying the Elaboration Likelihood Model to nonprofit communication. It provides practical insights for nonprofits, emphasizing the importance of positive emotional appeals and trust-building. Policy implications focus on ethical guidelines for emotional appeals. The study contributes to the broader understanding of emotions in driving social change and sets a methodological standard for future research in nonprofit communication. Overall, it provides valuable guidance for nonprofits seeking to enhance engagement and further their social missions through strategic emotional communication.