The Persuasive Power of Giving Others a Fresh Start
(A2026-133455)

AUTHORS

Jano Jimenez Barreto, Universidad de La Laguna; Grzegorz Kapuscinski, Oxford Brookes University; NICOLETTA OCCHIOCUPO; Sara Campo, Universidad Autónoma de Madrid

ABSTRACT

In the face of declining contributions in charity campaigns, this research proposes a persuasive approach that appeals to donors by employing the metaphor of “giving others a fresh start.” Through a field study and two experiments, the authors show that messages in charity campaigns with the fresh start metaphor significantly increase donors’ empathy, perceived campaign efficacy, and willingness to donate. The effect of this approach is amplified when the campaign includes concrete descriptions of beneficiaries, such as “vulnerable populations,” instead of using abstract terms like “others.” Taken together, this work contributes to charity advertising by identifying ad-copy techniques that move beyond traditional coercive or emotional appeals, offering a metaphor-driven approach to motivating charitable behavior.