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Restorative Narratives for Health Fundraising

Sat, May 26, 17:00 to 18:15, Hilton Prague, Floor: LL, Congress Hall II - Exhibit Hall/Posters

Abstract

Stories may provide a useful way of communicating about health and raising funds for medical campaigns. In this study, we examined the effectiveness of a particular type of narrative, restorative narratives (stories that highlight hope and resilience), relative to negative stories (stories that attempt to generate sympathy for individuals with health ailments). We also tested the effect of framing the story as fact or fiction. The results suggested that restorative narratives may foster greater prosocial behavior than negative narratives, and effectiveness does not differ depending on whether a story is labeled and “factual” or “fictional.” Our findings offer encouraging implications for future fundraising efforts by health organizations.

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