Vietnamese Solidarity In Action: Crafting a Heart-Winning Disaster Fundraising Content

Typhoon Yagi caused severe damage to the mountainous and coastal regions of Vietnam. This paper explores how appeal type (emotional vs. rational) and message framing (gain vs. loss) influence donation intentions for disaster relief, while testing the mediating roles of empathy and reciprocity, to craft messages that capture the hearts of Vietnamese youth by understanding how they interpret different messages. The study employed an online survey (n = 817) with a 2 (loss-framed vs. gain-framed message) × 2 (emotional vs. rational appeal) factorial design. This research is dedicated to fundraising activities and behavior of Vietnamese people.