Abstract

This study examined the function of photographs in a direct mail appeal used by World Vision Canada. Specifically, it sought to determine if donors' response rates and financial contributions would be differentially affected by the presence or absence of a photograph, or by the type of photograph (one eliciting positive emotions versus one eliciting negative emotions) on the appeal. Results following an eight week data collection period indicated that while donors were not, on the whole, differentially affected by the presence or absence of a photograph, positive photographs did in fact have a more favorable affect than negative photographs in terms of financial contributions. Results of an evaluative questionnaire sent to a subsample within each treatment group contributed to a better understanding of the study's findings