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Charity advertising seeks to motivate donors to give either time or money, two resources that donors view as quite different from each other. Thus, the expectation is that donations of time and money are triggered by different mechanisms. This study aimed to determine the types of non-profit advertisement that are more effective in generating intentions to donate either money or time. The results of three experiments indicated that donors are more motivated to donate time rather than money through altruistic appeals, and that respondents exposed to egoistic appeals are more motivated to donate money than to donate time. Moreover, advertising showing beneficiaries who had been helped was more effective at convincing donors to volunteer their time, whereas advertising showing the needy triggered more monetary donations. Describing victims statistically and identifiably had mixed results across the studies.
