Direct Appeals To Stigmatized Groups Can Backfire On Fundraising

NGOs increasingly face the challenge of raising funds for aid targeting stigmatized populations like Roma communities in Greece. Through a text-to-give donation experiment, this study examines how different appeals influence generosity.

The findings reveal:

• Appeals to In-group (Greek child): No significant difference compared to control
• Appeals to Stigmatized Out-group (Roma child): Donation amounts halved relative to the control group
• Fundamental Rights Appeals: Failed to close the generosity gap

Moreover, donations were lower across all groups near Roma communities. Qualitative research in 12 communities complements these experimental results.

This suggests that narrow appeals emphasizing either the recipient's identity (in-group or out-group) or ethical principles may be less effective than broader strategies for NGO fundraising.