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To quote or not to quote: The effect of direct-speech appeals on donation in charity crowdfunding platforms

  • Original Empirical Research
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Abstract

On charity crowdfunding platforms like GoFundMe, fundraisers largely rely on campaign appeals to engage and persuade potential donors. When appealing to prospective donors, fundraisers can either quote speeches from the beneficiaries to describe their dilemmas (direct-speech appeal) or present the same information descriptively without direct speech (non-direct-speech appeal). This research examines how, why and when direct-speech appeals affect the effectiveness of fundraising on charity crowdfunding platforms. In Study 1, we analyzed a secondary dataset of over 68,000 crowdfunding projects and found that direct-speech appeals are associated with larger donation amounts and more attracted donors. In Study 2, 3 and 4, we conducted controlled experiments to establish the causal relationship and explore the underlying mechanisms and boundary conditions. The convergent results show that direct-speech appeals positively affect donation outcomes. The effect is driven by increased perceived closeness toward beneficiaries elicited by direct-speech appeals and it is more pronounced among individuals with high mental imagery tendency and when the donation cause is urgent. Our research contributes to the literature on charity crowdfunding platforms and provides actionable insights for crowdfunding fundraisers.

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Availability of supporting data

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Notes

  1. We also tested and demonstrated the mechanism using Chinese subjects, please see the supplementary study in Web Appendix E.

  2. We conducted a full sample analysis, including the eliminated projects, and found similar results (see Web Appendix B for details).

  3. As Credamo does not allow paying bonus to a specific participant, we informed participants during the debriefing prior to the lucky draw that if selected, they would receive the full bonus amount. This procedure ensured transparency and fairness, while aligning with the platform’s technical constraints.

  4. While the Johnson-Neyman analysis identified a significant simple effect of appeal type when the mental imagery tendency scores fell outside the interval [2.64, 5.21], we urge caution in interpreting the result near the lower bound of this interval. In our sample, only 10 participants (2.52%) reported a mental imagery tendency score below 4, indicating limited data support in this region.

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Funding

This research was supported by: National Natural Science Foundation of China (Grant number: 72302227); the Research Funds of Renmin University of China (Grant number: 22XNLG08; 202330269); Outstanding Innovative Talents Cultivation Funded Programs 2024 of Renmin University of China.

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  1. School of Business, Renmin University of China & College of Business, City University of Hong Kong, Hongkong

    Ziqi Zhang

  2. Business School, Nankai University, Tianjin, China

    Xuejiao Lin

  3. School of Business, Renmin University of China, Beijing, China

    Qiang Kris Zhou & Guoqing Guo

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  1. Ziqi Zhang
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  2. Xuejiao Lin
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  4. Guoqing Guo
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All authors contributed to the study conception and design. Material preparation, data collection and analysis were performed by Ziqi Zhang and Xuejiao Lin. The first draft of the manuscript was written by Ziqi Zhang and Qiang (Kris) Zhou, and all authors commented on previous versions of the manuscript. All authors read and approved the final manuscript.

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Zhang, Z., Lin, X., Zhou, Q.K. et al. To quote or not to quote: The effect of direct-speech appeals on donation in charity crowdfunding platforms. J. of the Acad. Mark. Sci. (2025). https://doi.org/10.1007/s11747-025-01122-4

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