The Phoenix Society: A Prosocial Donation Campaign

  • Megan Lawrence Kwantlen Polytechnic University
Keywords: persuasion, donation, influence, Elaboration Likelihood Model, guilt appeals


This paper discusses a hypothetical donation campaign supporting the Phoenix Society, a treatment and rehabilitation organization. For this donation campaign a brochure was created to persuade people into donating to the Phoenix Society. This paper explains the different persuasion techniques used in the brochure: the Elaboration Likelihood Model (ELM), guilt appeals, the social norm approach, attitude functions, and the reasoned action approach. Each of these techniques are examined to demonstrate why they would be effective at persuading people to donate.

Analytical Papers