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Many nonprofit environmental corporations are attempting to react to the negative impact of changes in the climate. They require donations to be able to provide finances for their activities. However, the number of individuals who give donations to environmental organizations in the contemporary society has been on the decline and this is creating a funding gap. These organizations cannot continue with their operations unless there is an increase in the number of donations.
The primary aim of this research it to establish how the intentions of individuals to provide donations for environmental organizations can be increased. To this extend, the research questions goes this way; To what extend does the social distance of a potential donor to the climatic change victims get displayed in fund raising campaigns affect his personal intention to give the donation? In this setting, social distance refers to the extend to which individuals have a feeling of being in the same social group (in-group) or the other social group (out-group) relative to the victims of climate change.
An experiment which entails the distribution of online questionnaires to respondents to provide answers to this question it taken. The researcher will randomly divide the respondents into two distinct conditions known as small and large social distance. Basing on their classification, they are requested to comment on various images that come from a fundraising campaign. The answers reveal that social distance has a significant impact on the intention to donate.
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On this ground, it is advisable that environmental groups display a great social distance in fund-raising initiatives for their respective climate change activities. Further studies could be undertaken to determine the other factors that can assist the organization to choose the best images while running such campaigns.
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