Improving the impact of cause-related donation exchanges through message framing: A conceptual perspective

Abstract

A conceptual framework is presented in support of a cause-related exchange model. Of interest is the possible effect of message framing on the likelihood of participating in a cause-related donation exchange. Framing the cause related marketing message concretely or abstractly, in regard to the dollar amount or percentage level of a cause-related purchase that will actually go to a designated cause, is posited to directly impact the likelihood of participating in a donation exchange. Furthermore, the level of cause support and the level of donation request are posited to mutually moderate the above-mentioned relationship. The cause support level is presented to have a central role, influencing both the effects of message framing on the likelihood of participating in a donation exchange and the level of donation request on the likelihood of participating in a donation exchange. It is the authors' intention that the presentation of this conceptual model will contribute to cause-related research literature, and concomitantly, attract practitioner interest as well.