Social and Behavioral Sciences Commons^™

A New Look At Nonprofit Online Fundraising: Persuasion Through The Means Of Credibility And Psychological Consistency, Kaytlin Lemier

Journal of Undergraduate Research at Minnesota State University, Mankato

A study was conducted to examine how the persuasive elements of a message contribute to non-profit organizations’ potential to gain financial support. The purpose of the study was to apply theories of persuasion to advance an understanding of the underlying elements relevant to successful fundraising appeals. The two main constructs examined were credibility and psychological consistency. Applied to the context of non-profit fundraising, credibility refers to the judgments granting institutions and/or donors make about the believability of the non-profit organization or its individual representatives, and psychological consistency refers to donors’ internal drive to reduce inconsistencies between their behavior and their …