Motivation to donation

Detta är en Kandidat-uppsats från Malmö universitet/Fakulteten för teknik och samhälle (TS)

Sammanfattning: Today, the world contains a large number of important non-profit organizations (NPOs) that seek to maintain the welfare of people and animals and to preserve the natural world. NPOs are extremely dependent on funds from the public which has resulted in severe competition between these organizations. This has also come as a result of the cut down of government support and a shortage of donations. Their lack of financial resources indicates that NPOs around the world face major challenges and are therefore in need of customized tools to increase their revenue and ensure their survival. With the purpose of increasing donations towards NPOs, this study aims to research how a media object can be developed and marketed in Bali to motivate tourists into donating money to the Bali Animal Welfare Association (BAWA) which is located in Canguu, Bali. By doing this, NPOs can use this research as tool for application within their own organization to increase their revenues.The media object that was chosen for this research was a poster, placed in the streets of Canggu, Bali and was selected because it has been shown that visual communication is a powerful tool for encouraging prosocial human behavior. The aim was to document how the media object affected levels of tourist engagement and ultimately their motivation to donate money to an NPO. A number of theories of motivation and behavior were used to form the foundation for this research. The methodology used included qualitative data collection by way of interviews, observations of local conditions pertinent to tourist interaction with media objects, as well as information gathered through a focus group involving local tourists. Research Through Design (RTD) was the framework that was used to structure the process for the creation and the testing of the prototype (the media object). The RTD included four phases, two of which were not completed due to complications involving the COVID-19 pandemic. The research concluded that the environment, attitudes towards legitimacy and emotional engagement all played a crucial role for the effectiveness and ultimately the success of a media object. Furthermore, it was concluded that there is a need for extended research on tourists’ behavior as well as consumer behavior, in relation to donors, in order to fully understand how a media object should be developed to motivate a tourist to donate money to an NPO.

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