Charities can use visual progression appeals to communicate solution longevity

Authors

• Josh Lundberg, North Carolina Central UniversityFollow
• John Peloza, University of KentuckyFollow
• Adam W. Craig, University of KentuckyFollow

Abstract

Donors seek to make donations that will generate sustainable, long-term changes. However, little is known about how charities can communicate their ability to effect lasting change. Across several charitable donation contexts, this work demonstrates that charities can use progression images to heighten perceptions of solution longevity and yield greater prosocial support than traditional before-and-after images. The authors also establish two moderators for this effect, showing that the presence of copy that outlines how the charity creates lasting change mitigates the effects of progression images and that charities not known as competent are well positioned to capitalize on the benefit of progression images.

Document Type

Article

Publication Date

1-1-2026

Notes/Citation Information

Publisher Copyright: © 2026 The Authors.

Digital Object Identifier (DOI)

10.1016/j.ijresmar.2026.07.002

Archival?

Archival

Repository Citation

Lundberg, Josh; Peloza, John; and Craig, Adam W., "Charities can use visual progression appeals to communicate solution longevity" (2026). Psychology Faculty Publications. 288.
https://uknowledge.uky.edu/psychology_facpub/288