The Association Blog

TrueSense’s VP of Strategy shares two key tactics to try with your next fundraising ask

When it comes to charitable fundraising, the visual elements that capture your potential donors’ attention can significantly impact their willingness to give. In a compelling test of envelope design, TrueSense explored the effectiveness of different dog imagery and copy on donation response, revealing fascinating insights into the psychology of giving and something you, as an animal welfare professional, are very well acquainted with—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: Research has found that 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 your 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

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 neonate 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 Your Organization

These findings suggest several key recommendations for animal welfare 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, your future test marketing might explore:

• The effectiveness of different animal species in your fundraising 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 and Wrap-Up

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.