Furward Fundraising

The Science Behind Canine Connection and Human Generosity: A Case Study in Charitable Giving

When it comes to charitable fundraising, the visual elements that capture potential donors’ attention can significantly impact their willingness to give. In a compelling test of envelope design, we explored the effectiveness of different dog imagery and copy on donation response, revealing fascinating insights into the psychology of giving and the power of the canine-human connection.

The Power of Direct Gaze

In an A/B test of envelope images, TrueSense found that a dog making direct, upward eye contact with the viewer generated a 17% higher response rate compared with our control creative featuring local dog images that did not have the same visual connection. This finding aligns with broader research on the evolutionary and neurological basis of canine human bonding.

The effectiveness of direct eye contact from dogs can be attributed to several key factors:

• Trust and Connection: Direct eye contact between dogs and humans triggers the release of oxytocin, often called the “bonding hormone,” in both species. This neurochemical response helps establish trust and emotional connection, making viewers more receptive to the charitable message.
  
  
• Emotional Resonance: The dog’s position and upward gaze create a sense of vulnerability and dependence that naturally activate human caregiving instincts. This psychological trigger is particularly effective when paired with messaging about saving lives.
  
  
• Visual Hierarchy: A direct gaze naturally draws and holds human attention, ensuring that potential donors spend more time engaging with the fundraising message.

The Role of Message Framing

Another variable that might have contributed to the test envelope’s success was its teaser. The copy, “Your kindness can save a life,” proved more effective than the control message, “Do not throw away. An animal’s life is in your hands.” This success of the test could be attributed to:

• Positive Framing: The test message emphasizes the donor’s potential for positive impact rather than guilt or obligation.
  
  
• Personal Agency: By highlighting “Your kindness,” the message connects directly with the donor’s self-image as a compassionate individual.
  
  
• Simplicity: The straightforward emotional appeal avoids the defensive reactions that might be triggered by more demanding or accusatory language.

Connecting with Research: The “Cute Factor” Effect

The findings from this envelope test correspond with research on how cute images affect human behavior. Studies have shown that viewing images of cute animals, particularly those with infantile features (large eyes, round faces), can increase careful behavior and attention to detail. This phenomenon, known as the “cute response,” has been documented to influence both cognitive performance and prosocial behavior.

In the context of dog owners versus non-dog owners, research has demonstrated that:

• Dog owners show enhanced neural responses to canine faces, particularly when making eye contact.
  
  
• The “cute response” can trigger caregiving behaviors even in non-dog owners.
  
  
• Both groups demonstrate increased attention and emotional engagement when viewing direct-gaze dog images.

Practical Applications for Charitable Organizations

These findings suggest several key recommendations for charitable organizations:

• Prioritize high-quality images featuring direct eye contact from animals.
  
  
• Frame messages to emphasize donor empowerment rather than obligation.
  
  
• Use simple, positive language that connects with donors’ self-image as caring individuals.
  
  
• Consider the universal appeal of the “caregiving response” when selecting images.

Future Direction

To refine image selection further, future research might explore:

• The effectiveness of different animal species in charitable appeals.
  
  
• The impact of varying emotional expressions in animal photography.
  
  
• The role of image composition and background elements.
  
  
• The interaction between image choice and different demographic groups.

Conclusion

The 17% increase in response rate for the test envelope demonstrates the significant impact that thoughtful image selection and message framing can have on charitable giving. By understanding and leveraging the deep-seated psychological connections between dogs and humans, animal care organizations can create more effective fundraising materials that resonate with potential donors’ natural inclination toward generosity and compassion.

Reference: The effects of viewing cute images on the performance of simple computerized tasks in dog owners and non-dog owners: Orly Fox, Gal Ziv. November 21, 2022.

3 Powerful Truths About Animal Donors, Backed by New Research

Is a three-legged dog better for helping you raise funds?

The latest donor research says … yes!

Recently, TrueSense Marketing’s Animal Care team commissioned agile market research around different animal offers and images, surveying charitable donors across the United States to see what motivated them to give. Let’s explore what the latest data reveals.

1. Visible Challenges Inspire Generosity.

When it comes to supporting a fundraising offer with photos, the evidence is clear: Images that show visible injuries or challenges make the strongest impact.

This reinforces what we already know: Good fundraising photos tell a story. When donors see an animal with a visible need, they see an opportunity to help.

We tested photos of dogs with various conditions: advanced age, a missing eye, a missing limb, and a wheelchair. We found a direct correlation between the severity of the dog’s visible condition and donors’ likelihood to give.

So, save the portrait-perfect shots for your adoption efforts. Choose fundraising photos that show your donors how they can be part of an animal’s journey to healthier, happier days.

2. The Power of “No-Kill” Still Resonates.

Most of the donors in our study identified supporting a no-kill mission and saving lives as a top motivator for giving. This might raise some eyebrows in the animal care community, where the term “no-kill” has long been a point of discussion and even debate.

It’s likely, though, that these words are not as loaded for your average charitable donor. For them, the message is simpler. We can see that donors are interested in the fundamental promise: Their support helps save animals.

Regardless of whether your organization uses the term “no-kill,” you can empower your donors to save lives. This message is an important part of your fundraising offer.

3. At-Risk Animals Inspire Greater Support.

Our research revealed a clear pattern: Donors feel most compelled to help animals facing the greatest risks. They showed particular motivation to support pets at risk of euthanasia and those who might be overlooked by potential adopters. This presents an important insight for our messaging strategies.

While animal care fundraising has evolved significantly, moving away from stark messages and now-infamous commercials (you know which ones), data shows we shouldn’t erase the real challenges our animals still face. We owe it to our animals to tell their stories. The key is finding the right balance.

Today’s fundraising requires thoughtful, nuanced messaging and design. We can bring respect, dignity, and a community-minded approach to craft compassionate, responsible communications that inspire donors to give. We can acknowledge the serious problems some animals face while maintaining an overall tone of hope and empowerment.

This opens the door to new perspectives, language, and ways to motivate giving. Because, at the end of the day, our donors want to know the reality of the situation and how their support makes a concrete impact.

Research like our most recent study helps accelerate the learning process so we can bring you the latest insights to raise more revenue and save more lives.

If you’d like to learn more about how to bring balance to your animal care fundraising messages, check out our webinar Tugging at Heartstrings Without Pulling Punches: The New Rules of Fundraising.

Will We See You There?

The TrueSense Animal Care team is on the move, and we’d be delighted to connect with you at an upcoming conference. Please let us know if you’ll be attending any of these industry gatherings by emailing our VP & Managing Director at kristin.serrano@truesense.com or Director of Business Development at pamela.pulkownik@truesense.com. We can’t wait to see you there!

• February 20–22, 2025: Best Friends National Conference
  
  
• February 25–27, 2025: CarolinasUNITE Conference
  
  
• February 25–27, 2025: 2025 ANA Nonprofit Conference
  
  
• March 4–6, 2025: For the Paws Global Fundraising Summit. (Use or share the promo code “truesensepaws” to receive 25% off registration for this virtual event.)
  
  
• March 12–14, 2025: DMAW/TNPA Nonprofit Fundraising Symposium
  
  
• March 24–26, 2025: New England Federation of Humane Societies Annual Conference
  
  
• April 15–18, 2025: Animal Care Expo
  
  
• April 16–18, 2025: NTEN Nonprofit Technology Conference
  
  
• April 29–30, 2025: DMFA Mid-Level Giving Benchmarking Summit
  
  
• May 7–10, 2025: Texas Unites for Animals