Let's Pin It Down: The Role of Displayed Donations in Corporate Philanthropy

摘要

Displayed donations refer to paper icons with donors' names which are pinned up on the walls of a retail store (so-called pinups). Whereas many retail stores have gained significant fundraising success through the use of displayed donation, this cause marketing tactic has got scant research attention. The present paper aims to show the powerful impact of displayed donations on consumers' intentions to support social causes. More importantly, it examines the mechanisms through which displayed donations influence the decisions of potential donors. In order to do so, we endeavored to answer the following three questions: l.Do displayed donations (vs. regular donation) increase consumers' intention to donate? 2. If yes, under what conditions does this effect occur? 3. What are the benefits that consumer can get from engaging in displayed donations campaigns, besides helping the social cause?