Picturing donations: Do images influence conservation fundraising?

Many environmental organizations use photographic images to engage donors and supporters. While images play a role in fundraising, visual framing remains understudied in the environmental field. Few real-world experiments have examined which types of images result in higher donations to biodiversity...

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Autores principales:	Gabby Salazar, João Neves, Vasco Alves, Bruno Silva, Diogo Veríssimo
Formato:	article
Lenguaje:	EN
Publicado:	Public Library of Science (PLoS) 2021
Materias:	Medicine R Science Q
Acceso en línea:	https://doaj.org/article/7ae2b2eabbc24c27b4bbdd339e7a3ca2
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id	oai:doaj.org-article:7ae2b2eabbc24c27b4bbdd339e7a3ca2
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spelling	oai:doaj.org-article:7ae2b2eabbc24c27b4bbdd339e7a3ca22021-11-25T06:23:38ZPicturing donations: Do images influence conservation fundraising?1932-620310.1371/journal.pone.0251882https://doaj.org/article/7ae2b2eabbc24c27b4bbdd339e7a3ca22021-01-01T00:00:00Zhttps://doi.org/10.1371/journal.pone.0251882https://doaj.org/toc/1932-6203Many environmental organizations use photographic images to engage donors and supporters. While images play a role in fundraising, visual framing remains understudied in the environmental field. Few real-world experiments have examined which types of images result in higher donations to biodiversity conservation. We examined the role of images in conservation fundraising through a public experiment at Zoomarine, a marine park located in southern Portugal. Zoomarine runs a program called Dolphin Emotions where visitors pay to learn about dolphin biology and to interact with dolphins. We placed a donation box and a large informational poster about the Marine Megafauna Foundation, a conservation partner, in the lounge of the Dolphin Emotions program, which is open to participants and their families. The text on the poster, which solicited donations for the Marine Megafauna Foundation, was held constant, while four different image conditions were tested: dolphins, ocean wildlife, children, and people staring out from the poster (i.e., "watching eyes"). Each image condition was displayed for three days at a time and was on display for at least seven randomly assigned three-day periods over the course of 91 days. 20,944 visitors passed the donation box and the four poster conditions during this time and a total of € 952.40 was collected. The differences in mean donations in € per visitor per 3-day period were not statistically significant, F(3, 25) = 0.745, p = 0.54. Thus, we did not find that different images had a significant influence on donations to conservation. This may be due to our choice of visual frames or to the use of a donation box, which is a passive fundraising channel. Future research should examine how visual framing influences donations in other public settings and should test the influence of other visual frames on philanthropic behavior.Gabby SalazarJoão NevesVasco AlvesBruno SilvaDiogo VeríssimoPublic Library of Science (PLoS)articleMedicineRScienceQENPLoS ONE, Vol 16, Iss 6, p e0251882 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	Medicine R Science Q
spellingShingle	Medicine R Science Q Gabby Salazar João Neves Vasco Alves Bruno Silva Diogo Veríssimo Picturing donations: Do images influence conservation fundraising?
description	Many environmental organizations use photographic images to engage donors and supporters. While images play a role in fundraising, visual framing remains understudied in the environmental field. Few real-world experiments have examined which types of images result in higher donations to biodiversity conservation. We examined the role of images in conservation fundraising through a public experiment at Zoomarine, a marine park located in southern Portugal. Zoomarine runs a program called Dolphin Emotions where visitors pay to learn about dolphin biology and to interact with dolphins. We placed a donation box and a large informational poster about the Marine Megafauna Foundation, a conservation partner, in the lounge of the Dolphin Emotions program, which is open to participants and their families. The text on the poster, which solicited donations for the Marine Megafauna Foundation, was held constant, while four different image conditions were tested: dolphins, ocean wildlife, children, and people staring out from the poster (i.e., "watching eyes"). Each image condition was displayed for three days at a time and was on display for at least seven randomly assigned three-day periods over the course of 91 days. 20,944 visitors passed the donation box and the four poster conditions during this time and a total of € 952.40 was collected. The differences in mean donations in € per visitor per 3-day period were not statistically significant, F(3, 25) = 0.745, p = 0.54. Thus, we did not find that different images had a significant influence on donations to conservation. This may be due to our choice of visual frames or to the use of a donation box, which is a passive fundraising channel. Future research should examine how visual framing influences donations in other public settings and should test the influence of other visual frames on philanthropic behavior.
format	article
author	Gabby Salazar João Neves Vasco Alves Bruno Silva Diogo Veríssimo
author_facet	Gabby Salazar João Neves Vasco Alves Bruno Silva Diogo Veríssimo
author_sort	Gabby Salazar
title	Picturing donations: Do images influence conservation fundraising?
title_short	Picturing donations: Do images influence conservation fundraising?
title_full	Picturing donations: Do images influence conservation fundraising?
title_fullStr	Picturing donations: Do images influence conservation fundraising?
title_full_unstemmed	Picturing donations: Do images influence conservation fundraising?
title_sort	picturing donations: do images influence conservation fundraising?
publisher	Public Library of Science (PLoS)
publishDate	2021
url	https://doaj.org/article/7ae2b2eabbc24c27b4bbdd339e7a3ca2
work_keys_str_mv	AT gabbysalazar picturingdonationsdoimagesinfluenceconservationfundraising AT joaoneves picturingdonationsdoimagesinfluenceconservationfundraising AT vascoalves picturingdonationsdoimagesinfluenceconservationfundraising AT brunosilva picturingdonationsdoimagesinfluenceconservationfundraising AT diogoverissimo picturingdonationsdoimagesinfluenceconservationfundraising
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Picturing donations: Do images influence conservation fundraising?

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