How political identity and charity positioning increase donations: Insights from Moral Foundations Theory

Marketers can strategically target potential donors based on their political identity. Drawing upon the moral foundations underlying political identity, we examine conditions in which a charity's positioning increases donations based on its alignment with a political identity. In doing so, we demonstrate the moderating role of moral identity internalization, which is a robust predictor of donation behavior. In three studies, our results reveal that when the moral foundations of a charity, as evidenced by the charity's management processes (Study 1) or mission (Studies 2 and 3), are aligned with the donor's political identity, donations increase. This effect is enhanced among those with higher moral identity internalization. These results offer theoretical contributions, as well as practical implications, for organizations soliciting donations, providing insight into the extent to which charity positioning based on moral foundations can differentially influence donations based on political identity.

► Three studies examine charity and donor political identity alignment on donations. ► Donations differ because conservatives and liberals differ in moral foundations. ► When aligned, moral identity internalization enhances donations. ► Both conservatives and liberals are giving when charity aligns with moral foundations.