Hey everyone, I’m in the process of working through the draft of my argument for my paper, and would love to get some feedback. This is all very rough, so feel free to ask for clarification on anything that doesn’t make sense. As a point of reference, I plan to take the ultimate findings from the process of writing this paper (namely the schema and/or persuasive patterns I uncover from my research) to inform the latter half of my capstone project on Dark Patterns.


Transactional trust towards a charity is earned over time, not inherently given, and is a byproduct of interactions that occur within the context of a user’s donation experience. (THE WHAT)

  • Trust is built through the fulfillment of promises. This includes the promises you’ve actually made to someone explicitly (e.g., contracts and commitments) as well promises that that are assumed or implicit (e.g., “this website isn’t selling my data”). (van Gorp and Adams, p107)
  • Principle of Earned Credibility: Credibility can be strengthened over time if computing technology performs consistently in accordance with the user’s expectations. (Fogg, p137)
  • The building and maintenance of transactional trust should be considered a pivotal stepping stone to increased donation compliance within an online donating framework. Instead of considering trust and donation compliance as mutually exclusive concepts, commercially driven issues of donation generation should be considered alongside the psychological concept of transactional trust. (Burt, C.D. and Gibbons, S. p192)

The trailing of charity websites to adopt modern e-commerce practices, coupled with the rapid rise of moral commodification of charitable giving has resulted in a unique set of problems of persuasion with respect to interface design. (THE WHY)

  • [G]iving to charity has been characterised as ‘the monetary purchase of moral satisfaction’ undertaken for the egoistic reason of wanting to feel better…The gift conveys a symbolic statement about the person that fits in with his or her self-identify. (Bennett, p120)
  • Overall the findings indicated that there was a lack of strategic intent to harness the potential of online social networks and evidence that charities are not mirroring the adoption of digital media that has occurred in the external environment in which they operate (Slater et al., 2010). There exists a lack of consumer orientation because charities have not embraced digital communications to the same extent as either their target audiences or for-profit based businesses. (Quinton and Fennemore, pp 44-45)
  • In the USA, internet donations for tsunami relief in 2004 accounted for more than a third of the total amount raised. Half of all the donations received following Hurricane Katrina in 2005 were given online (NFG, 2006). It follows from the above that charity managers have become increasingly interested in the website designs and online fundraising tactics that are most likely to maximise the frequencies and levels of online donations. (Bennett, p117)
  • …[I]t is recognized by some (but perhaps not all) that charities are not businesses and therefore reading across and imposing private sector governance frameworks to the charity sector may not be appropriate, and indeed may be counter-productive. (Hyndman and Jones, p153)
  • A needs-based change, animated through a problem-solving approach, assumes that the right outcome is known from the start…Desire is the destabilizing trigger for transformational change, which facilitates the emergence of new possibilities and realizations of human “being.” (Nelson and Stolterman, p110)

A semiotic analysis of the design patterns used in charity websites will yield greater insight into their functions of address, and how the emotive modalities of a website (i.e. its interactivity) can establish a relationship between the donor and the charity. (THE HOW)

  • The ability to use various modalities enables technology to match people’s preferences for visual, audio, or textual experiences. Technology can also create a synergistic effect by combining modes, such as audio, video, and data, during an interaction to produce the optimum persuasive impact. (Fogg, p9)
  • Wider information, particularly relating to performance, is probably paramount in discharging accountability to donors; and this will require the telling of ‘the story’ of the charity (often from the perspective of beneficiaries—if it is possible to operationlize such a perspective. (Hyndman and Jones, p152)
  • Principle of Surface Credibility: People make initial assessments of the credibility of computing technology based on firsthand inspection of surface traits like layout and density of ads. (Fogg, p135)
  • As Forlizzi and Battarbee (2004, p. 264) put it, “emotions affect how we plan to interact with products, how we actually interact with products, and the perceptions and outcomes that surround those interactions.” (van Gorp and Adams, p39)

A framework is needed to better understand the user cognitive patterns that emerge in context, resulting in effective emotive persuasion. (THE CONTRIBUTION) 

  • Principle of “Real-World Feel”: A Web site will have more credibility if it highlights the people or organization behind the content and services it provides. (Fogg, p156)
  • [There are] four developmental stages of organisational websites: contact, interact, transact and relate. At the ‘contact’ level, websites are largely about promoting an image and providing general levels information; at the ‘interact’ level, there is evidence of of targeting specific audiences; at the ‘transactional’ engagement level, websites facilitate online purchasing; and at the ‘relational’ level, sites develop two‐way consumer relationships. (Burt and Gibbons, p192)
  • [There are] strong positive correlations between rated transactional trust and donation compliance ratings…consistent with the idea that building transactional trust in an aid agency is likely to lead to more productive fundraising outcomes (Burt and Gibbons, p191)


I’ll post more about my influential sources and such later…but this is where I’m at right now.