Pronouns, Positioning, and Persuasion in Top Nonprofits’ Donor Appeals

Despite increased giving in 2019, competition for donations among nonprofits remains high, especially when a charitable organization’s niche overlaps with that of others’. Consequently, nonprofit organizations must tell stories persuade donors to support their mission and contribute. This study uses positioning theory examine how websites the appeared Forbes Magazine’s 2019 top 100 charities use storytelling facilitate ethos such they gain thus increase donor base. The results revealed establish two types partnerships: invited assumed. Furthermore, coding three primary within these savior-follower, business partners, teacher-student. These positions organize set parameters each story will not only influence potentially dictate speech acts follow, but also responsibilities rights all those involved.