B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Dated
45%
45% -- donation increase rate for charity ad with guilt message about famine (2018)
In a famine charity ad experiment, the guilt-heavy version resulted in people giving approximately 45% more than the positive version.
- When guilt ads feel manipulative, people trust the charity less
- Too many guilt messages over time can cause compassion fatigue
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
45%
Unit
Percentage
Data Vintage
2018
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Erlandsson et al.
Primary
Tier C
https://www.adpsychologynerds.com/p/does-guilt-work-in-charity-ads ↗
Source Article
Does guilt work in charity ads?
Original Research
Erlandsson et al.
· Original study ↗
Methodology
Participants could donate part of their reward money to the cause after seeing the ad.
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
charity ad with guilt message about famine: 45% donation increase rate. Source: Erlandsson et al. (2018). Via Lighthouse Intelligence -- https://lighthousedata.io/data/charity_ads_guilt_famine_donation_increase
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<blockquote cite="https://lighthousedata.io/data/charity_ads_guilt_famine_donation_increase" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>45%</strong> -- donation increase rate for charity ad with guilt message about famine<br><small>Source: Erlandsson et al. (2018) · <a href="https://lighthousedata.io/data/charity_ads_guilt_famine_donation_increase" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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