Expressing Demands or Offers: How to Promote Volunteering Using Visual and Verbal Appeals

Abstract

Due to an increased competition for volunteers, nonprofit organizations have intensified efforts to recruit members as volunteers. But how to effectively persuade members to volunteer using visual communication? Research suggests that images are most persuasive when they demand something from the viewer. A demand is expressed through the depiction of a person who directly gazes at the viewer, whereas an offer is expressed through the depiction of a face with an averted gaze. Demands and offers can also be expressed verbally. A verbal demand is articulated through commands, whereas a verbal offer is conveyed through statements. This study examines whether NPOs should address their members using demands or offers and whether correspondence between image and text increases persuasion. An experiment among 205 members of a Swiss NPO finds that direct gaze images are most effective. However, image-text matching increases persuasion for campaigns that feature an averted gaze image.

Notes From the Editors – Leveraging Effective Altruism: CSR Communication That Pays It Forward

“…The second special feature article, “Spotlight On a Thought Leader - How to Become an Effective Communicator: Schulz von Thun’s Contribution to Business Communication” (Bünzli & Eppler, 2024) by Swiss scholars, Bünzli, and Eppler, demonstrates the wealth of ethical, results driven business/organizational communication theory contributed by a leading Non-North American researcher. Finally, we wrap up with “Book Review: Positive Communication for Leaders: Proven Strategies for Inspiring Unity and Effecting Change” written by Mirivel and Lyon.…”

Notes From the Editors: Communication for Persuasion, Emotions, and Customers

“…Specifically, they examine communication strategies to encourage support for non-profit organizations and through non-traditional means. In "Expressing Demands or Offers: How to Promote Volunteering Using Visual and Verbal Appeals" (Bünzli et al, 2021), the authors consider how to optimize volunteer recruitment through a combination of images, text, and message framing.Lentz et al ( 2021) also examine non-profits, employing Positioning Theory to study how organizations can use stories to increase donations, particularly in highly competitive markets. Their findings offer valuable insights for both implementing better donor campaigns and furthering our understanding of communication theory.…”

“…Specifically, they examine communication strategies to encourage support for non-profit organizations and through non-traditional means. In "Expressing Demands or Offers: How to Promote Volunteering Using Visual and Verbal Appeals" (Bünzli et al, 2021), the authors consider how to optimize volunteer recruitment through a combination of images, text, and message framing.…”