What is it about?
Drawing on the analysis of both text and image, this paper shows through one concrete example the ways in which a fundraising letter by a not-for-profit organization can influence its readers to contribute a donation.
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Why is it important?
The findings show that fundraising letters’ appeal derives from an interplay of text, images and typographic features.
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Dr Caroline Lipovsky
University of Sydney
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This page is a summary of: Eliciting solidarity in an emergency appeal: An illustrative analysis, Linguistics and the Human Sciences, May 2016, Equinox Publishing,
DOI: 10.1558/lhs.v11i1.26638.
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