Respondents were randomly assigned to one of four groups and assigned images used in actual DEC campaigns. Based on the campaign material and messaging, respondents in the group were then asked if they would donate to the DEC's 'East Africa Crisis' appeal. (Group 1 were the control group, and saw no appeal at all.) The results were as follows:
Cattle dying (Group 2)
Donation response
- Yes, I already have - 7% of respondents
- Yes, I would - 30% of respondents
- No, I wouldn't - 63% of respondents
Malnourished child (Group 3)
Donation response
- Yes, I already have - 10% of respondents
- Yes, I would - 22% of respondents
- No, I wouldn't - 68% of respondents
Thank you (Group 4)
Donation response
- Yes, I already have - 7% of respondents
- Yes, I would - 28% of respondents
- No, I wouldn't - 65% of respondents
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