L'utilisation de la culpabilité en collecte de fonds: une étude exploratoire des réactions des récepteurs

Guilt is a common emotion used by charities in their fundraising mailings. But is it effective to trigger guilt at the receiver in order to support a cause? This communication aims to identify what are the emotionnal, cognitive and behavioral responses of the receivers of guilt messages. To this end, an exploratory qualitative study was conducted among 20 individuals, donors or non-donors. This study reveals that donors and non-donors do not react the same way to the guilt stimuli: a lowest level of guilt is more effective for donors while non-donors react more strongly to a strong guilt mailing.