The effect of verbal anchoring in logos of non-profit organisations on donations.

Abstract

The goal in this study was to understand the added value of adding headlines and organisation names to organisational logos to successfully communicate the corporate identity. A 3 (degrees of verbal anchoring) x 3 (logo's of organisations) mixed design experiment was used to measure the effect of verbal anchoring on logo appreciation, perception of core value fit, and donation intention in a charity setting. To measure participant response, logos of non-profit organisations were manipulated. Results were mixed, with no strict evidence overall that the degree of verbal anchoring would affect logo appreciation, perception of core value fit, or the intention to donate. Interestingly, the type of organisation significantly affected the results. Based on these outcomes, it is recommended that organisations at least incorporate their name within their logo design to communicate effectively with their audience. Avoiding logos with only a visual element might result in long-term cost reduction.