The impact of storytelling on donor intention: empirical research on Hanoi Youth for Community Service in Vietnam
Published: July 22, 2026
Abstract
Storytelling has been pivotal in charitable giving. This study explores the impact of storytelling factors on the intentions of donors in the case of the Hanoi Youth for Community Service Project in Vietnam. The study finds that four factors of storytelling, including emotional appeal, time duration, word-of-mouth, and memorability, have different impacts on the intention of donors. This study is expected to provide a deeper understanding of storytelling and offer valuable insights for charitable organizations to enhance their fundraising strategies.
Keywords
storytellingdonorsfundraising
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