Conclusions and implications Unlike for-profit firms that attempt to persuade consumers to purchase their products and services, charities try to persuade consumers to donate their resources. Moreover, time and money – two major resources that consumers donate – are very different in nature. Therefore, a strategic approach is necessary to attract consumer donations. This study attempted to provide practical implications by which nonprofit organisations (NPOs) may design effective advertising strategies to attract maximum consumer donations. Three studies were executed to reveal how to design and organise charity advertising. Their results showed that using altruistic appeals and showing helped beneficiaries can attract more volunteering, whereas using egoistic appeals and showing needy beneficiaries can attract more monetary donations. Different ways to describe victims in the advertisements (statistical vs identifiable victims) did not have convergent results and the issue requires additional investigation. These findings can provide very useful guidelines for NPOs attempting to attract certain types of resources through advertising. Consumers react differently to different advertising stimuli, thus advertisers need to use different advertising strategies when attempting to attract either money or time donations. Theoretically, this study is the most meaningful in its attempt to classify the types of consumer donations and to determine the best advertising strategies for promoting either money or time donations. Numerous researchers attempted to find the most effective modes of charity advertising, but most studies did not differentiate between money and time donations, and simply attempted to determine the best advertising strategies. Therefore, their results are mixed. This study introduced the possibility that different advertising strategies are necessary to attract different types of donation, and revealed the dimensions and components of charity advertising. Three dimensions were proposed – appeals (egoistic vs altruistic, how to show beneficiaries (showing needy ones vs helped ones, and how to describe the victim (statistical victim vs identifiable victim) – in an attempt to find the best way to attract money and time donations. Other dimensions of interest include the temporal framing of the ad message (Chang & Lee 2009), themes- sage valence (Chang & Lee 2009) and celebrity endorsement (Wheeler 2009). Additional investigation is necessary to reveal all of the important dimensions of charity advertising related to the attraction of the two resources. Downloaded by [McGill University Library at 01:34 07 February 2015
