The Utilization of Scripts in Designing Charity Promotion Strategy: The Case of Animals

Abstract

The purpose of this study is to explore the usefulness of scripts in the promotional materials of animal welfare charitable organizations. A content of the printed promotional material used, over a two-year period, by eighty-two animal welfare charitable organizations that is sent to current and potential donors through the mail was analyzed. The paper indicates how scripts can be of value in selecting promotion ingredients. The results can serve as a guide and a thinking stimulant for those who are designing animal welfare promotions. The utilization of scripts as a means of selecting points for animal charity programs appears to have considerable potential.