PROMOTING VOLUNTEERISM - AN EMPIRICAL-EXAMINATION OF THE APPEAL OF PERSUASIVE MESSAGES

Two studies examined the persuasive appeal of messages that promote in volvement in volunteer work. Four messages were created by combining t wo different strategies of argument (one providing reasons for volunte ering, the other countering reasons for not volunteering) and two diff erent forms of reasons for volunteering or not volunteering (abstract, value-based reasons versus concrete, specific reasons). In both studi es, college students with and without current volunteer experience jud ged the counter-abstract-reasons-for-not-volunteering and provide-conc rete-reasons-for-volunteering messages to be the most persuasive. Howe ver, the effectiveness of a message also depended on the goal of the a ppeal (that is, recruitment of new volunteers or retention of current volunteers). The implications of these findings for campaigns designed to promote volunteerism are discussed.