Examining the role of cognitive dissonance in crisis fundraising

Fundraising scholarship has focused on the application of public relations theory to the process particularly in exploring the predictive power in applying relationship management theory to the non-profit organization–donor relationship. However, people often are impacted by catastrophic events and want to donate to relief efforts even though they may not be connected to the region. A survey of two American Red Cross chapters’ donors revealed that individuals who contributed to the December 2004 tsunami relief efforts were more likely to experience feelings of cognitive dissonance than non-donors, and their donations resulted in a consonance restoration. These results support an argument for non-profits, particularly those in crisis response, to have an active crisis communication plan in place that deals not only with responding to the event but also having a proactive plan established to publicize how to donate to relief efforts. Highlighting the consonance restoration, non-profits should also discuss the positive aspects of donating to their efforts, such as the work being done for the disaster victims.