Decoding the Effectiveness of NGOs Campaigns: A Neuromarketing and Content Analysis Approach
(A2025-126430)

AUTHORS

Omid Asgari, Nova School of Business and Economics, Universidade Nova de Lisboa; Luis Martinez, Nova School of Business and Economics, Universidade Nova de Lisboa; Joao Baptista, Lancaster University Management School

ABSTRACT

In the competitive advertising landscape of nonprofit fundraising, effectively engaging potential donors through impactful video content is vital for Non-Government Organisations (NGOs). This study investigates how NGOs can enhance audience engagement by leveraging content and appeal strategies, assessed through both traditional content analysis and neuromarketing techniques. The research examines the types of information and appeal messages present in NGO campaign videos and evaluates viewer responses using eye-tracking, facial coding, and Implicit Priming Test (IPT). The analysis identifies common content elements such as calls to action, emotional storytelling, and solution-focused narratives that drive engagement. Findings reveal that visual attention, emotional resonance, and clear messaging significantly influence the willingness to donate (WTD). Additionally, biometric data underscore the importance of strategic visual and emotional components in sustaining viewer interest and prompting action. This study provides evidence-based recommendations for crafting compelling video campaigns that foster empathy, capture attention, and motivate audiences and so become more effective for NGO fundraising. The results underscore the potential of neuromarketing tools to optimise video effectiveness, bridging the gap between emotional appeal and donor behaviour in nonprofit communication strategies.