Advertising Altruism and Helping Associations Public and Nonprofit Management 
iMarketSmart
MAY 8, 2023
In a scale, it might look like this: Helpful reciprocity Loved one (lover, spouse, close family) Friend Teammate Colleague Neighbor Community member Transactional reciprocity Customer Merchant Stranger Harmful reciprocity Competitor Enemy Relationship signals are reciprocity signals. It might have clever advertising.
iMarketSmart
JUNE 20, 2022
For a human rights charity, it increased donations to mention that it “works in countries that have recently passed laws that harshly restrict nonprofit organizations.”[9]. It tested four online advertisements for a children’s charity.[19] But increasing anger didn’t work if the gift just generally helped people. Not always.
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