Motivation to donation

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Examensarbete

15 högskolepoäng, grundnivå

Motivation to donation

How to engage tourists in nonprofit organizations through

media objects

Nellie Steneberg & Sara Ibarbachane

Examen: Kandidatexamen 180 hp Examinator: Johan Salo

Huvudområde: Medieteknik Handledare: Suzan Boztepe

Datum: 2020-06-11

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Abstract

Today, the world contains a large number of important non-profit organizations (NPOs) that seek to maintain the welfare of people and animals and to preserve the natural world. NPOs are extremely dependent on funds from the public which has resulted in severe competition between these organizations. This has also come as a result of the cut down of government support and a shortage of donations. Their lack of financial resources indicates that NPOs around the world face major challenges and are therefore in need of customized tools to increase their revenue and ensure their survival. With the purpose of increasing donations towards NPOs, this study aims to research how a media object can be developed and marketed in Bali to motivate tourists into donating money to the Bali Animal Welfare Association (BAWA) which is located in Canguu, Bali. By doing this, NPOs can use this research as tool for application within their own organization to increase their revenues.

The media object that was chosen for this research was a poster, placed in the streets of Canggu, Bali. The poster works both as a method to gather data on how visual aspects motivate the tourists, but also to understand how to further develop the poster to reach its purpose; motivate tourists into donating money. A number of theories of motivation and behavior were used to form the foundation for this research. The methodology used included qualitative data collection by way of interviews, observations of local conditions pertinent to tourist interaction with media objects, as well as information gathered through a focus group involving local tourists. Design Science Research (DSR) was the framework that was used to structure the process for the creation and the testing of the prototype (the media object). From this, a model explaining the development of the prototype was created which included four phases, two of which were not completed due to complications involving the COVID-19 pandemic. The research concluded that the environment, attitudes towards legitimacy and emotional engagement all played a crucial role for the effectiveness and ultimately the success of a media object. Furthermore, it was concluded that there is a need for extended research on tourists’ behavior as well as consumer behavior, in relation to donors, in order to fully understand how a media object should be developed to motivate a tourist to donate money to an NPO.

Keywords

Media object, Prototyping, Visual communication, Fogg Behavior Model (FBM), Design Science Research (DSR), Research Through Design (RTD), Non-Profit Organization (NPO), Tourist behavior, Media technology.

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Acknowledgements

This research has been made possible thanks to the scholarship issued by the Minor field study (MFS) program. Without the scholarship, the paper would not have been possible at the site in question, Bali, which has been important for the work.

We would also like to extend a big thank you to the non-profit organization, Bali Animal Welfare Association (BAWA), who put their time into giving us valuable information and insight into their organization. This information has been a great basis for the design of the research, and for that we are very grateful.

Finally, we would like to thank our supervisor Suzan Boztepe for her recurring support and guidance throughout this research.

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Table of content

1 Introduction ... 1

1.1 Background ...1

1.1.1 Visual communication for persuasion... 3

1.1.2 Tourists as a new stakeholder ... 4

1.1.3 BAWA ... 6 1.2 Purpose ...7 1.3 Research questions ...7 1.4 Target audience ...7 1.5 Limitations ...7 1.6 Disposition ...8

2 Theoretical framework ... 9

2.1 Literature review ...9 2.1.1 Effective advertisement ... 9

2.1.2 Prosocial behavior and the warm glow theory ... 11

2.1.3 Self-determination theory... 12

2.1.4 The memorable tourist experience (MTE) ... 13

2.2 Theoretical background ... 13

2.2.1 Fogg Behavior Model (FBM)... 13

2.2.2 Nudging ... 16

2.2.3 Crossmedia ... 17

3 Methodology ...18

3.1 Design Science Research (DSR) and Peffer’s methodology ... 19

3.2 Phase 1 ... 22

3.2.1 Observation of Bali ... 22

3.2.2 Interview with BAWA ... 23

3.3 Designing the prototype ... 24

3.4 Phase 2 ... 31

3.4.1 Planning the focus group ... 32

3.4.2 The focus group ... 34

3.5 Ethics ... 34

3.6 Method discussion... 35

4 Result ...38

4.1 Observations of Bali... 38

4.2 Interview with BAWA ... 39

4.3 Result test 1 ... 42 4.3.1 Catching interest ... 42 4.3.2 Getting engaged ... 42 4.3.3 Design aspects ... 44

5 Discussion ...45

5.1 Environment... 45 5.2 Trust ... 46 5.3 Emotional engagement ... 47

5.4 Proposal for further research ... 49

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Table of figures

Theoretical framework ...9

Methodology ... 18

Figure 1 Our steps based on Peffer's methodology ... 21

Figure 2 Prototype model 1 ... 21

Figure 3 Prototype model 2 ... 22

Figure 4 BAWA post ... 26

Figure 5 Brainstorming ... 27

Figure 6 BAWAs donation box ... 28

Figure 7 FBM table ... 29

Figure 8 Prototype ... 30

Figure 9 Contextualize Activities 1 ... 32

Figure 10 Contextualize Activities 2 ... 33

Result ... 38

Figure 11 Street of Canggu ... 38

Discussion ... 45

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1 Introduction

Today the world contains a large range of different nonprofit organizations (NPO) that try to sustain welfare for humans, animals and conserve the natural world. An NPO is a social organization, influenced by social, political, and historical factors who serve the society by contributing more to the quality of life (Vallaster and Von Wallpach 2018). The importance of an NPO is that they provide support for those who are in need. The emphasis is that they identify and support matters in social problems (Ciucescu and Alexandri 2009). It can also be said that NPOs mediate and substitute work where the government is failing (Haeffelel and Storr 2019), which means that they rely heavily on donations from the public (Khodakarami et al. 2015).

Dadić and Ribarić (2019) explain that there are several variables as to why there is a shortage of funding from the public for NPOs including perceptions about professionalism in business activities, failings with regard to leadership, and pitfalls in their capability to sufficiently network and collaborate with other organizations. They clarify that a reason for common problems within NPOs is that they may fail to properly communicate with media outlets. Dadić and Ribarić (2019) continue to argue that developing relationships with different media outlets and utilizing social media platforms are powerful means for advocating an organization’s cause. They explain that not only do NPOs depend upon donors for revenue, but they often rely heavily on the support from government grants. These grants are highly sort after by an increasing number of NPOs.

With limited funding available from government bodies the question arises as to whether or not many NPOs are set up for failure in the long-term (Dadić and Ribarić 2019). This indicates that NPOs around the world face major challenges and are therefore in need of customized tools to increase their revenue and ensure their survival.

Background

One of the biggest problems for NPOs is that they lack financial resources. This is because they are extremely dependent on funds from the public (Khodakarami et al. 2015). Consequently, this leads to the question; how do NPOs survive and how are they supposed to survive long-term. The cut down of government support and the lack of donations lead to a bitter competition among nonprofit organizations (Khodakarami et al. 2015). Sudbeck and Bradley (2018) argue that these problems are hard to manage, but by searching for external sustainable resources

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these difficulties can be decreased as partnerships and relationships are created and engagement with the community is achieved. By doing this, it could lead to growth within nonprofit

organizations and grant name recognition within the society (Sudbeck and Bradley 2018).

Dadić and Ribarić (2017) show that NPOs have an immensely substantial influence on tourist arrivals, which speaks for the fact that tourists could assume the role of new stakeholders for NPOs. Furthermore, Dadić and Ribarićs’ (2019) findings provide evidence that NPOs fail to use, to a substantial degree, potentially effective methods of fundraising, as well as identifying tourists as potential donors. Regarding NPOs, the underlying reasons for these hardships are that there is insufficient knowledge about the possibilities of fundraising in general, especially for NPOs operating in tourism destinations. In conclusion they (Dadić and Ribarićs’ 2019) explain that further research should focus on how NPOs receive funding through tourism in order to increase their financial sustainability.

A big reason why NPOs often fall short when it comes to financial gains is that they are unable to maintain ongoing support from their donors (Nathan and Hallam 2009). This is due to the fact that NPOs frequently fail to service any long-term relationships between themselves and their donors. Just like any other company who is seeking profit, NPOs need to understand their customers’ (donors’) behaviors and needs (Nathan and Hallam 2009). Steenburg (2013) argues that NPOs can benefit from understanding consumer behavior by knowing what affects donor satisfaction. Thus, be able to develop campaigns, advertisement, and programs that can lead to long-term behavioral changes (Steenburg 2013).

Edgardo et al. (2019) explains that donating money to an NPO is seen as a prosocial behavior, a selfless act. Theories of motivation have been used for years to understand consumer behavior and how we can motivate people into acting in a specific way (Paulin et al. 2014; Vallerand et al. 2008; Vanhamme et al. 2012). These theories show strategies on how to change a behavior and how we can persuade a person into action. However, the research is lacking specific information on how an NPO can do so with an effective tool that is adapted to their limited resources.

Joffe (2008) justifies that using visuals is common when advertising campaigns for health, safety and charity. Thus, persuading their audience's attention to be able to change their

attitudes and behaviors. With this background, Joffe (2008) argues that it should be expected to see a major body within this field where the impact of visual material and its message on the public’s uptake has been explored. Although according to Joffe (2008) there is lacking

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empirical evidence regarding its impact within the social sciences, which leads to studies being lean.

Brown (2017) explains visual communication as art which allow us to pass information to people by using posters, signs, images, and short film advertisement et cetera. Researchers of visual communication have acknowledged that media objects in contrast to verbal and written material have the ability to arouse emotion and that is an effective tool to motivate people (Joffe 2008; Bendapudi, Surendra and Bendapudi 1996; Decrop 2015). Even though there is research regarding this, there is a lack of knowledge within NPOs on how they can use these methods to persuade their audience (Dadić and Ribarić 2019). Therefore, this study is providing a specific case where this has been researched, to be able to contribute to this area. This case is looking into the NPO, Bali Animal Welfare Association (BAWA) and tourists as a possible new stakeholder to develop a media object that motivates tourists into donating money. Therefore, making a contribution of information within the media technology field on how to practically use and develop visual elements to change attitudes and motivate individuals into committing prosocial behavior.

Visual communication for persuasion

According to Joffe (2008) there is more than sufficient evidence to show that information alone fails to draw peoples’ attention to the subject matter of a campaign. Without the use of visual material to grasp attention and lure the intended audience the changes that the campaign wishes to effect cannot be maximized (Joffe 2008).

Visual communication is known for being one of the most effective ways of transferring information because the human brain processes things in images (Brown 2017). The average human attention span is calculated to be about 8 seconds, which makes it difficult for marketers to capture their target groups attention (Jakus 2018). Visual communication helps the human brain to process information faster. This is due to the fact that humans process visuals 60,000 times faster than text (Jakus 2018). Even though visuals might be processed faster, it still leaves people open to interpretation due to the fact that it is harder to mediate all the right information visually than it is with formal text (Jakus 2018). However, Messaris (1997) argues that visual imaging is advantageous because it can be described as photographic proof that something really happened, and it can elicit emotions because it is a simulacrum of a real person or an object. Bendapudi, Surendra and Bendapudi (1996) show that the awakening of emotion is an important part of visual communication because the stronger an emotion becomes there is a

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higher chance of changing the attitude of a person. They also state that this emotional awakening may increase donor tendencies.

Jakus (2018) explains that visual communication graphically represents information to efficiently and effectively create meaning. The elements within visual communication are different types of visual media including interactivity, iconography, animation, illustration and graphic design, typography, and data visualization (Jakus 2018). He continues to argue that when necessary, limited text can be used. This is because visuals combined with text has a bigger driving force to inform, educate, or persuade human beings (Jakus 2018).

One method on how visual communication can be used as a way of persuasion is through the Fogg Behavior Model (FBM). Fogg (2009) talks about FBM, which he explains as a behavior model for persuasive design that can be used for almost any purpose with the goal of changing a person's behavior (Fogg 2009). In this research the FBM will be used in the phase of developing a prototype and will be explained further in the methodology chapter.

This prototype has worked as a visual communication tool, which will be referred to in this thesis as a media object. This tool was chosen due to the fact that NPOs operating in tourism destinations are lacking knowledge on how to gain donations (Dadić and Ribarić 2019). The format of the media object is a poster that has been selected to gain an understanding of tourist behavior and how to develop a prototype that will persuade and motivate tourists into donating money. The study by Agaraj et al. (2013) showed that using a poster as an advertising tool for NPOs is one of the most common tools due the low costs involved and that it is an effective tool for project implementation. Because posters are a low-cost advertisement, NPOs prefer them over online advertisement which is due to the fact that a significant number of NPOs do not have a website because its lack of credibility towards them (Agaraj et al. 2013). In this practical case the aim is to focus on how NPOs can preserve their financial sustainability through

tourism.

Tourists as a new stakeholder

With the purpose of increasing donations towards NPOs, this research is looking at tourists as a new stakeholder and how a media object can be used to motivate them to donate money to an NPO.

Today, tourists seek out more than just products and services, like four stars hotels or renting a sunbed on the beach (De Freitas Coelho, De Sevilha Gosling and Araújo de Almeida 2018).

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They strive for happiness that comes from other sources than economic prosperity, and because experiences are subjective and personal, it is difficult to define and understand the entity of it (De Freitas Coelho, De Sevilha Gosling and Araújo de Almeida 2018). Entities other than economic prosperities are measured by memories, perception, learning and previous

experiences, which results in an experience of either satisfaction or dissatisfaction for tourists (De Freitas Coelho, De Sevilha Gosling and Araújo de Almeida 2018). Studies have shown that there are different factors that affect a tourists’ experience, which is connected to what tourists want out of a trip, both personally and psychologically (De Freitas Coelho, De Sevilha Gosling and Araújo de Almeida 2018). This could be explained with the phenomenon, memorable tourism experiences (MTE), which explains different aspects of what leads to positive and memorable tourist experiences (Yu, Chang, and Jittakong 2019).

This study was funded by a scholarship from the MFS which meant that the study, in some way, was intended to investigate a developing country and that the data collection had to take place at the site being investigated. The research took place in Bali, Indonesia since it is a country under development with a high number of tourists. According to Munoz Robino (2019) Bali was among the top 19 most visited cities in 2019 and is in the top 14 of cities where tourists spend the most money. It’s a destination where approximately 6 million foreign tourists visit every year (Bali Discovery 2019). This shows that Bali consistently attracts a lot of people with money to spend. In other words, tourists could make a great potential stakeholder and a new income source for NPOs located in Bali.

To do so, this study aims to understand how tourists can be motivated to donate money with persuasive visual communication in the form of a poster. When talking about tourists as a new stakeholder, the choice of a poster as a media object came from the assumption that tourists are more engaged with their surroundings and the environment in contrast to digital platforms. From our own experience, the main reason as to why that might be, is that it costs more to use mobile data abroad and that tourists want to experience and explore new things whilst

remaining present in their surroundings. Mang, Piper and Brown (2016) also explain that the high cost of accessing internet data while traveling prevents many tourists from using their

phone as usual. This speaks for the fact that when there is no free Wi-Fi, the tourists are more

present and engaged in the environment than their digital platforms. By presenting a poster in an environment where the tourists are highly interactive and present, there may be greater

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6 BAWA

To research the possibility of new stakeholders as a new income source for NPOs, this thesis will focus on the Bali Animal Welfare Association (BAWA), an NPO based in Bali, Indonesia. BAWA works firsthand to relieve suffering of animals in need by providing emergency response and rescue, food, medication, rehabilitation, and adoption (Bali animal welfare

association, 2020). BAWA also works with humane population control, disease control and runs intensive education and advocacy programs to improve animal welfare (Bali animal welfare association, 2020). Due to the fact that BAWA is a non-profit organization, they rely entirely on donations and are therefore dependent on stakeholders and volunteers to help them keep the organization afloat (Bali animal welfare association, 2020).

BAWA faces many challenges with relocation, treatments, donations and adoptions of animals on a day to day basis. The organization receives monthly donations from people who want to help out. They are highly dependent on these donors due to the fact that these funds pay for all of their daily operations. BAWA also receives one-time donations, but they are largely

unreliable because they are few and far between. In spite of this the one-time donations are usually much more than the monthly payments. To promote community engagement as an aim to receive donations, BAWA hosts sterilization events, street feeding and promote donations to certain causes on Facebook and Instagram. They also set up donation boxes outside cafés and run a retail shop that sells merchandise. BAWA have been developing as an organization since 2007 and during that time they have refined a number of strategies to help save animals in need. Due to the nature of the work involved in pursuing their cause many of these strategies are highly dependent on the principle of trial and error. They keep doing what works best for their staff, volunteers and the animals whilst ensuring that they do whatever is necessary to bring in donations (BAWA 2020). BAWA is therefore one of many NPOs that is in need of financial resources and tools to be able to reach out to more people to increase donations.

The choice of using a poster was made to try and meet the needs and behaviors of the two components of this practical case; the NPO BAWA with their limited resources, and the possible new stakeholder; tourists whose focus and engagement most likely lies in the environment rather than digital platforms. In this case the poster works both as a method to gather data on how visual aspects motivate the tourists, but also to understand how to further develop the poster to reach its purpose; motivate tourists into donating money.

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7 Purpose

This study aims to research how to engage tourists in a non-profit organization (NPO) through a media object. The concept ”engagement” within the research questions is used to describe how to capture tourists to create an engagement that leads to donations to NPOs. More specifically, this study aims to research how a poster can be developed and marketed in Bali to motivate tourists into donating money to the NPO, BAWA.

By doing this NPOs can use this research as a tool for application in their own organizations to increase their revenues. The research also addresses the tourist’s role as participants in NPOs and NPO survival, which is important to ecosystems and biodiversity around the world. Finally, this study aims to contribute with research within the field of media technology and to inspire further research that can lead to customized communication tools and strategies for NPOs.

Research questions

How can we create media objects that motivate tourists to engage in an NPO?

- What motivates tourists to engage in NPOs?

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How can design features in a media object motivate tourists into donating money?

Target audience

The primary target group of this research is the NPO BAWA and NPOs in general who seek to gain an understanding for how they can reach new stakeholders and increase their revenue. It could also be of interest to individuals who want to further research the use of media objects, donor behavior and consumer behavior. An additional target group for this research could be students or individuals who wish to receive a wider perspective on marketing and how marketing in an NPO can differ from other subject areas.

Limitations

The fact that this study has limited time and money to perform the research work, it will not study any other media objects than a poster. The research will only explore how to increase donations towards NPOs, and not how to develop voluntary work or any other types of involvement.

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8 Disposition

The structure of this thesis is divided into main headings including, introduction, background, theory, method, result, discussion and conclusion. Under each main heading, the chapters are subdivided to clarify each section. The introduction and background explain the chosen topic and the problem that has been investigated as well as the aim of the essay and the research questions. The theoretical framework examines previous research and scientific sources that will be used for the discussion and to understand the researched area. The method chapter presents the thesis approach and its source criticism, and the results section presents the study's tests which included an observation, an interview and a focus group. Lastly, the discussion weighs the result with the presented theories and previous research which leads to a proposal for future research and the conclusion of the essay.

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9 Theoretical framework

This chapter aims to present relevant theories and previous work in this field. This has been the groundwork for this thesis to be able to create and analyze the media object, in order to answer the research questions.

Literature review

In this thesis, theories of motivation will be used to gain an understanding on what motivates tourists to act prosocial, so that the media object will encourage tourists to act accordingly. This chapter will therefore explain relevant theories of motivation and previous work in the area of effective advertisement, which has been further applied to our work.

Effective advertisement

Decrop (2015) mention that business outside of the NPO sector usually spends a lot of money on well-executed advertisement. The fact that NPOs are lacking financial resources makes it hard for them to find the money and the time to do the same. Still, Decrop (2015) argues that work can be done at a low cost by looking into repetitions of mistakes and making small improvements in the ad’s message, which can lead to significant change in the long run.

Furthermore, Nathan and Hallam (2009) explain that to be able to create effective advertisement in a context of overabundant ads and saturated consumers, the message that it needs to convey plays a crucial part. Decrops’ (2015) research explains the importance of each element in an ad by triggering the wanted response out of the chosen target group. She points out that several studies have shown that what people notice first in advertisements are the visuals, then the headline, and lastly, if the former elements are powerful enough, the body copy. She explains that this is why the message of the advertisement is paramount, because changing the message format can have such a big impact if the ad gets noticed and how people will receive it. She also questions why there has been so little research centered around the subject.

How NPOs should request donations is vital, but how to do so is not evident and is yet to be discovered (Ein-Gar and Levontin 2013). Nathan and Hallam’s (2013) research claims that NPOs need to stop treating donors as numbers, and instead treat them as individuals with different reasons to donate money. They continue to point out that if NPOs were better at retaining supporters and creating long-term relationships the organizations would receive more

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donations and evidently earn more money. Steenburg (2013) argues that choosing whether or not to make a donation means the message in an advertisement is essential. He argues that donors read signs, and the effect of the sign depends on the message it communicates rather than the sign’s presence. He justifies this by clarifying that people, or more specifically, consumers rarely expose themselves to a situation without any predetermined attitudes or beliefs. He explains that previous research has shown that consumers will compare the message with their predetermined attitudes and beliefs.

In print advertisements, Decrop (2015) explains that most studies compare the two dominant elements, pictures and text. She clarifies that these studies have shown that when it comes to recalling advertisements, visuals-only are more powerful than text-only. Therefore Steenburg (2013) acknowledges that NPOs generally use visuals to create effects and vividness. Decrop (2015) also argues that when it comes to influencing attitudes, advertisements designed with visuals have a stronger effect. She also clarifies that previous researchers have shown that advertising has a stronger effect when visuals and text are combined.

Building brand awareness of a company or an organization by using visual communication helps in identifying a product produced by the corporation (Brown 2017). By using consistent colors, images, and logos representing the business helps create an acknowledgement (Brown 2017). Arguably, NPOs are the most trustworthy sector and are highly dependent on their reputation (Becker, Boenigk and Willems 2020). Therefore, legitimacy is such an important parameter for NPOs and losing it could result in the organization’s demise. This makes NPOs rely on their brand (Lecy and Schmitz 2012) and is also why it is so important to use effective advertising (Steenburg 2013), so that the NPOs can create a recognition factor that leads to the raising of funds (Lecy and Schmitz 2012). Lecy and Schmitz (2012) argue that an NPOs legitimacy is tied to a continuous feedback loop, due to the fact that the level of perceived legitimacy generally comes from past performances. They explain that measuring legitimacy can result in effectiveness in the organization's brand advertising.

Ein-Gar and Levontin (2013) clarify that one of these advertisements’ strategies could be one

victim focus. They explain that many NPOs focus on an identifiable victim when they design

their advertising. This is because they want to make the ad personal and emotionally engaging to be able to receive donations. Ein-Gar and Levontin (2013) argue that previous research has shown that vivid display of a single victim does enhance donations because it triggers engaging emotions and empathy towards the victim. Steenburg (2013) also acknowledges this approach by mentioning that NPOs uses one victim visuals in their advertising to arouse sympathy. He argues that people are more willing to donate to individuals rather than groups, but also that

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people recall more information from ads with single victims. He also clarifies that it is more effective if the victim is expressing sadness rather than happiness or being neutral, because people empathize towards the victim’s emotions. Furthermore, Steenburg (2013) explains that by including personal information about the victim, such as the individuals name it can enhance the chances of receiving a response from potential donors.

Nathan and Hallam (2009) claim that NPOs should focus on the organization as a whole rather than one victim. Especially if the potential donors are psychologically distant from the victims in need. They explain that it is crucial for NPOs to market the organization as a whole for several reasons. One of these reasons is that people, or potential donors can get ”emotionally immune” towards these appeals which would lessen the effectiveness and cause a saturated consumer. Another reason is that if the victim differs in state/identity/in-group from the potential donors it might compromise their willingness to donate (Ein-Gar and Levontin 2013; Nathan and Hallam 2009).

Steenburg (2013) argues the importance of NPOs understanding consumer behavior, because donating is a part of it. He explains that by understanding their behavior it can benefit the NPO by knowing what affects donor satisfaction. He clarifies this by pointing out that researchers and practitioners need to understand the numerous underlying processes that are of significance when it comes to understanding consumer behavior. This is done in order to develop campaigns, advertisement, and programs that can lead to long-term behavioral changes. To conclude, Steenburg (2013) states that there is much to be learned about consumer behavior in a non-profit context.

Prosocial behavior and the warm glow theory

Prosocial behavior explains a specific behavior which is defined as wanting to benefit others

before oneself, for example a selfless act such as supporting an NPO (Edgardo et al. 2016). The warm glow theory (TWGT) is a way of describing the positive benefits an individual receives from acting prosocially (Paulin, Michele, 2014). TWGT explains that people can be motivated to act in a social beneficial manner at a private cost to themselves. This could for example be helping other people, making humane contributions, or to punish socially unwanted behavior (Cherepanov, Feddersen and Sandroni 2013).

Supporting NPOs is considered a prosocial behavior as it represents a selfless act because it improves the well-being among the many (Edgardo et al. 2016). Steenburg (2013) argues that playing on emotions in advertising has shown to be a successful strategy for NPOs. He

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continues to explain that arousing emotions has been proven to awaken prosocial behavior which in turn has led to donations. Since it is common for tourists to experience different exposed societies and environments, there could be a big chance to awaken prosocial behavior to motivate tourists to act accordingly. In this field study the goal is to create media objects that induce this.

Self-determination theory

Self-determination theory (SDT), the antecedent of motivation explains the intrinsic and

extrinsic motivation which is based on a person’s internal factors versus their external factors (Paulin et al. 2014). The intrinsic motivation is based on what motivates oneself internally by engaging in something because it is fun or interesting. Whilst extrinsic motivation is engaging in something to gain a reward or to avoid a punishment (Paulin et al. 2014). The media objects in this field study will take grounds from both intrinsic and extrinsic motivation. This will be done in a way so that the media object should make the tourists feel that they're doing

something based on their internal motivation. This can be achieved by creating an identification factors since a cause-related marketing context will have a more positive outcome the stronger the identification with the cause is (Vanhamme et al. 2012). At the same time the media object would be created strategically to make the tourists think in this way and to make them feel like they are gaining something out of donating money. This then makes it an external motivation.

Autonomous motivation and controlled motivation are part of the self-determination theory

(Paulin et al. 2014). Autonomous motivation relates to behaviors that are freely chosen by the individual rather than by the governance of others (Paulin et al. 2014), which is a fundamental need that people have (Vallerand et al. 2008). Controlled motivation is controlled by external factors, for example implicit approval, punishment and rewards which leads to a person feeling guilt, lowered self-esteem or attacks on the ego (Paulin et al. 2014). The two motivators have also shown to differ in that the autonomous motivator is most likely to result in positive outcomes while the controlled motivation is either not associated or negatively associated to adaptive outcomes (Vallerand et al. 2008). The aim is to design and promote a media object that will motivate tourists to make an autonomous decision to donate money. This to gain a positive outcome to enhance the chances of recurrent donations from the tourists.

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13 The memorable tourist experience (MTE)

The memorable tourism experiences (MTE), cover different aspects on what leads to a positive and a memorable tourist experiences (Yu, Chang, and Jittakong 2019). Yu, Chang, and

Jittakong (2019) explain that there are seven dimensions in MTE, these includes Hedonism,

Refreshments, Local culture, Meaningfulness, Knowledge, Involvement and Novelty. Two of

these dimensions, Meaningfulness and Involvement could support this thesis idea of tourists as a new stakeholder for NGOs. The component Meaningfulness explains the importance for a tourist to experience meaningful events. This contains the physical, emotional and spiritual satisfaction that tourists desire which plays a part in their inner journey and personal growth (Yu, Chang, and Jittakong 2019). The other component, Involvement explains that tourists are more likely to have a memorable experience when they engage in activities related to their interests or if they get encouraged to actively participate on site (Yu, Chang, and Jittakong 2019).

For this thesis, MTE can be used as a tool to understand what tourists wants out of a trip. By using the two dimensions, meaningfulness and involvement the creation of the media object can be influenced by the tourists needs to create a design that motivates them to engage in BAWA.

Theoretical background

In combination of the literature review, the theories presented down below serves a purpose to develop the prototype and to further analyze the result.

Fogg Behavior Model (FBM)

As mentioned earlier, Fogg Behavior Model (FBM) will in this research be used in the phases of developing the prototypes, and will serve as a ”guide” to designing something that can change people's behavior and make people want to donate money to BAWA. FBM contains “The three factors of behavior”, motivation, ability and triggers, which all play a crucial part in changing a behavior (Fogg 2009). Fogg (2009) states that a person needs to have the motivation to perform a behavior, but also the ability to do so, to be able to change the attitude of a

behavior. This is followed by a form of an effective trigger which makes a person take the final step into the wanted behavior (Fogg 2009). Fogg (2009) states that the FBM model helps people to systematically think about the elements of motivation, the elements of simplicity and the strategies used to trigger behaviors.

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This research is looking into how media objects can be created to motivate tourists to engage in an NPO. In this situation FBM helps to design media objects into changing the tourists’

behavior to make them want to donate money to BAWA. “The three factors of behavior” will therefore work as a basis in designing the prototypes. The prototypes should make the user feel

motivated to donate money and the design should clarify relatively early on how this should be

done so that the user has the ability to do so. Finally, a trigger is needed to make sure that tourists are motivated enough and/or has the ability to donate.

“The three factors of behavior”, motivation, ability and triggers, can be explained as products of behavior. These factors have subcomponents that asserts people to act a certain way. These factors must occur at the same time or else the behavior will not happen. (Fogg 2009)

Motivation

The factor motivation is built up by three different core motivators, each one with two sides. These are Pleasure/Pain, Hope/Fear and Social Acceptance/Rejection (Fogg 2009). Fogg (2009) explains that the FBM doesn’t rank which of the core motivators is the most powerful, instead he explains that a designer or researcher should look into all the core motivators to decide which one is the appropriate one for the purpose in question (Fogg 2009). The most suitable and relevant core motivator for this research that will be usedis hope/fear. This motivator is characterized by a calculation of how something will be. The feeling of hope that something good is happening and the feeling of fear that something bad is going to happen (Fogg 2009).

The reason for choosing hope/fear is mostly because BAWA works a lot with hope and fear today even if they might not be aware of it the concept. For example, their advertising has incorporated a picture of a sick dog before it gets help with a picture of a healthy dog after it has been helped (BAWA 2020). In other words the before and after visual comparison was the most successful way of reaching out to people and obtaining funds (BAWA 2020). In this way people can feel hope because they can contribute to making a change by donating money. Therefore, this has awakened a prosocial behavior which speaks for the fact that people want and can be motivated into selfless acts like supporting an NPO (Edgardo et al. 2016). At the same time people may be prompted to feel fear and even guilt for what may happen to the dog if they choose not to donate.

Ability

The next factor of the FBM is ability, also known as elements of simplicity. These six important elements are linked to each other like “links in a chain” (Fogg 2009). If any link breaks then the

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chain fails and simplicity is lost. The power of simplicity lies in the ability to design something that is easy to do. In order to increase the user’s ability the behavior must be easy to perform (Fogg 2009). These six elements are time, money, physical effort, brain cycles, social deviance and non-routine (Fogg 2009).

Time: If a target behavior is demanding time, and time is limited then the behavior is not deemed to be simple. (Fogg 2009)

Money: The second element in simplicity is money. If people are short on financial resources and the target behavior costs money then it isn’t simple. This could break the chain easily. (Fogg 2009)

Physical Effort: Behaviors that require physical effort may not be simple. If the behavior, for example, requires that people have to walk a long distance, then that behavior might be too much of an effort which removes the simplicity. (Fogg 2009)

Brain Cycles: Thinking deeply or thinking in new ways might be overwhelming and difficult. If this target behavior causes people to think hard it might not be simple, especially if there are other demands around us that consume the mind. (Fogg 2009)

Social Deviance: This element differs from the others. It requires people to behave differently to the norm. Breaking social norms can be hard for people because it defies typical socially accepted behaviors which can lead to paying a social price. (Fogg 2009)

Non-Routine: People tend to stick to their routines even though there might be simpler and/or cheaper options. A targeted behavior that requires people to do something that isn’t part of a routine could lead to the perception that it is too difficult to perform. (Fogg 2009)

These six elements will be used to enhance people’s ability by applying them into the process of designing the prototypes. By adding simplicity into the design, it will hopefully push people over the threshold for donating money to BAWA.

Trigger

A trigger is what brings a person to perform a behavior in the moment that it is applied (Fogg 2009). This concept contains three different components, spark, facilitator and signal. These three components work to give the final push into the wanted behavior when either motivation or ability is lacking, or when both motivation and ability are present (Fogg 2009).

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The chosen component of trigger for this purpose is spark. Spark as a trigger is used when a person is lacking motivation to perform a target behavior and needs a spark that has a motivational element. These sparks can be an element in a media object that highlight fear or hope which can come in various embodiments or channels. It doesn’t matter which one as long as the trigger is recognized (Fogg 2009).

The reason for choosing spark as a trigger is because BAWA already have the means for

creating ability and simplicity. This is achieved through the donation boxes that can be placed in any location, for example, under the finalized prototype - a poster, but also since they already work with direct links to the donation page in all of their social media posts (BAWA 2020). The electronic donation is also supported by modern, simple, and safe techniques where you can donate as much or as little as you want in a few simple steps (BAWA 2020). Donating money in this way is easy since it keeps the six elements of ability linked in a chain, as mentioned above. We noted that there may have been issues regarding the prototype serving its purpose due to the fact that the second element, money, denotes how funds can be an issue that easily break the chain. However, since one can donate a chosen amount, the challenge will be to motivate people into feeling that it is worth it. To be able to do so a spark needs to be created to make people stop and look at the finalized poster so the possibility of motivating and changing a person's behavior exists.

Nudging

Many organizations and companies adopt a particular technique called nudging to encourage people to make desired decisions (Ranchordás 2019). The term ”nudge” was popularized by two American scholars Thaler and Sunstein in their 2008 book called Nudge: Improving Decisions

About Health, Wealth, and Happiness. The concept of nudging is described as the way in which

different choices are presented to individuals or consumers who are therefore influenced in a predictable manner to make decisions. An example of this is when supermarket chains place certain products at eye level to increase the likelihood of consumers viewing those products. Although a nudge can be a powerful tool for altering an individual’s course of action it does not prohibit a person from seeking other options or making other decisions (Ranchordás 2019).

It is important to note that an individual who is exposed to a nudge, be it through product placement at the supermarket or through the use of default options when shopping for the best insurance, will not be stripped of their freedom to make any choice they want (Ranchordás 2019). At the end of the day a nudge is simply a way that different choices are presented to

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people. This method for influencing people's decisions is effective due to the subtle presentation and often advantageous changes that are presented. According to research the traditional way in which a nudge can cause a person to make a predictable choice or change in behavior is based largely on systematic and observational findings (Ranchordás 2019).

Nudging will be used in this thesis to try to change the tourists’ behavior. The purpose of the nudge in this case is to draw the tourists’ attention towards the media object. This will be done in order to create further engagement with the tourists to increase the chances of them donating money to BAWA.

Crossmedia

Since the turn of the last century the term ”crossmedia” has been adopted to explain the different ways in which worldwide media industries produce and serve content to people through a multitude of channels (Ibrus and Merivee 2015). This includes outlets such as

television, newspapers and the internet (Sporezone & Media 2009) and it is especially pertinent to the more recent media platforms such as Facebook, Instagram and Snapchat which provide users with increased participation and interaction with the content (Ibrus and Merivee 2015). Described by Nicoletta Iacobacci in 2008, a crossmedia environment exists when content is repurposed, diversified and spread across multiple devices to enhance, engage and reach as many viewers as possible” (Freeman 2015).

Due to the fact that communication networks like Facebook have merged with other platforms on a technical basis it has become much easier for media broadcasters to adapt and repurpose their intellectual property for crossmedia purposes (Ibrus and Merivee 2015). For example, a media broadcaster may have a particular piece of content to distribute through a website platform. With the implementation of a crossmedia strategy this broadcaster will distribute the same content through different channels (ie. Facebook and Instagram), however it may have been re-edited to fit a different screen size or broken up and scattered onto a variety of different platforms. In addition to this the existing content can be supplemented with additional content and the channels can be broadened as well. These strategies are put in place to provide better experiences for their viewers.

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18 Methodology

This chapter presents and describes the chosen methods for this research. The method choices will then be motivated as to why they are suitable for this study and how it has been executed. Ethical considerations are then presented, followed by a discussion regarding the chosen methods.

For this thesis, design science and action research (DRS) has been used as a base for structuring the process of designing, developing and testing a prototype with the purpose of engaging tourists to donate money to the NPO BAWA. This can be explained as research through a design (RTD) approach which is an umbrella term that includes approaches to construct a design artifact driven by a research question (Savic 2014). In RTD the design artifact has the purpose of collecting data for analyzing and further developing a theory within the field of media technology (Savic 2014). Zimmerman, Stolterman and Forlizzi (2010) argue that researchers have acknowledged that RTD works as a design inquiry that focuses on creating an artifact with the goal of societal change. They further explain that RTD can result in many different outcomes, and that a lot of researchers therefore see design methods as a natural outcome of RTD that allows designers and design researchers to use RTD as a framework for these methods (Zimmerman, Stolterman and Forlizzi 2010). With that said, DSR can be seen as approaches within RTD that helps to achieve scientific results through design by combining practice and the use of design artifacts as a source of data (Savic 2014)

This research was conducted in Canggu, Bali in order to reach out to a large number of tourists and to see what tourists typically do. The design artifact that has been developed in this field study is a poster that works as a prototype to collect data on how a media object can be

developed to motivate tourists into donating money to an NPO. A prototype is a way to see how a product is received by its target group which then enables us to understand the tourists and implement further developments and corrections. (Wynn and Eckert 2017). The poster was tested on the stakeholders (tourists) to gather data on how visual aspects motivate tourists, and to also to understand how to further develop the poster into an NPO-customized tool that targets tourists to be able to increase their donations.

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19 Design Science Research (DSR) and Peffer’s

methodology

Wensveen and Matthews (2015) mentions that Design Research often contains research questions that require some type of design activity to be able to answer the questions. They clarify that no amount of desktop research or armchair philosophy will provide answers to how we should create aesthetic iterations. Instead, we need to actually design something to get answers to our questions (Wensveen and Matthews 2015) –a design artifact (Savic 2014). The design artifact for this study is a poster that will work as a prototype.

Camburn et al. (2017) justifies that design and prototyping have been interwoven throughout history. They explain that prototypes can be defined as a pre-production representing a concept or a final design (Camburn et al. 2017). Furthermore, prototyping can be used to explore and develop a new concept. Wensveen and Matthews (2015) argues that prototyping can operate in research that is driven- or conducted by prototypes to be able to gather data. In this study, the prototype (poster) serves two purposes; 1; to help us answer the research questions and contribute with theoretical developments and 2; to give us the chance to try and create a tool that NPOs can use to sustain their survival. To do so Design Science Research (DSR), which is an approach within RTD, has been used to develop the prototype for this purpose.

DSR aims to construct a new way of solving problems instead of explaining an existing reality (Pello 2018). DSR is considered to have implemented valid and trustworthy knowledge when developing designing solutions (Pello 2018). The authorities within DSR are to 1; utilize the gathered knowledge to solve problems, create change or improve existing solutions and 2; develop new theories, knowledge and insights (Pello 2018). The design strategy for developing the prototype is based on Peffer’s methodology which is a DSR method that explains the different steps when developing a prototype within design research (O’Keefe 2014).

Peffer et al. (2007) defines the steps of developing a prototype thus:

Activity 1. Problem identification and motivation. Define the specific

research problem and justify the value of a solution.

Activity 2. Define the objectives for a solution. Infer the objectives of a

solution from the problem definition and knowledge of what is possible and feasible.

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Activity 4. Demonstration. Demonstrate the use of the artifact to solve one or

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Figure 1 Our steps based on Peffer's methodology

The steps from Peffer's methodology were applied to our own work (figure 1) and then

developed into a model that explains the process of designing the prototype. The model (figure 2) was supposed to be used as a tool to structure the design phase of the field study, drawing on what would be needed and how the prototypes would be developed to reach the desired result of motivating tourists to donate money.

Figure 2 Prototype model 1

The original model (figure 2) contained four phases with three tests of the prototype. This model was used as a way of gathering data on how the tourists perceive the prototype and to then be able to evaluate and then refine the prototype for additional tests. Due to COVID-19 and its consequences, the plan was not fully implemented, and changes had to be undertaken. The impact of the virus resulted in a huge drop in the number of tourists visiting Bali as airports and borders around the world closed. Restaurants, clubs and beaches closed up one by one which drastically changed the fast-paced tourist life of Bali into empty streets, restaurants and hostels. The onset of COVID-19 not only changed the environment and surrounds worldwide it also changed how people acted and thought. The topic of conversation and concern was the virus. its presence immediately impacting tourist’s spending on things such as donations. Their focus now became food, rent and travel expenses and the like.

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The consequences of the virus affected our work in such way that our stay in Bali ended abruptly. What would have been eight weeks now became three, which created a stressful and time limited situation. This resulted in a new structure for the prototype model where phase 3 and 4 was cut out (figure 3).

Figure 3 Prototype model 2

The new model for designing the prototype resulted in two phases. Phase 1 (figure 3) was developed to gather information from observations in Canggu Bali, an interview with BAWA and through relevant theories and literature. The gathered information served as a base for creating the prototype which led in to phase 2 where the prototype was tested (figure 3). Phase 2 (figure 3) was developed to collect data through a focus group containing tourists of Bali to understand what motivates tourists to donate and what visual and interactive features draw their attention.

Phase 1

As the prototype model shows, (figure 3) theories and literature, an observation, interview and a focus group were used to collect data which became part of the two phases of developing the media object. Phase 1 was about collecting information and data as a base for developing the prototype. This was done by researching theories of motivation (presented in the Theoretical background), operate a direct observation and conduct a qualitative interview.

Observation of Bali

Observations are suitable as a method for examining what people actually do, not what they say they do (Jacobsen 2017). The observation method that will be used in this field study is direct

observation, which means that the observation is happening in real time (Hedberg Nyqvist

2016). This means that the observers can register what happens immediately on the exact moment it happens. The negative aspect on direct observation is that the observer can get

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distracted by the environment, misinterpret the situation or miss something important (Hedberg Nyqvist 2016). In this research observations have been used to evaluate Canggu, Bali through a tourist's eye. To endeavor to understand and get a sense of the daily life of a tourist and how they perceive everything. As none of us had ever been to the island before it felt like the natural to do. We stayed in Canggu, a fairly tourist crowded spot with plenty of bars and shops that had a modern western design. We were looking for activities to do, see, experience and people to meet to get into the mind of a tourist.

Interview with BAWA

There are different types of methods that can be used to collect qualitative data. The most common one is open individual interviews where a limited number of people are interviewed through a physical meeting, a phone call or via email. Conducting an interview through a physical approach creates reliability and ingenuousness which can allow for a more natural flow in the conversation. This due to the fact that the interview is during a limited time frame which makes it easier for both parties to focus on the discussion. (Jacobsen 2017)

Jacobsen (2017) explains that an optimal time frame for an interview is between one to one and a half hours. It can be advantageous to record the interview to then be able to transcribe it word for word, so others can control statements and interpretations (Jacobsen 2017). On the other hand, it can make the interviewees feel inhibited in their answers (Eklund 2012). Another way to capture the information from the interview is to take notes, this is favorable because it makes the interviewee speak more openly due to the fact that what they are saying feels important. Although this risks that the conversation might not have as good of a flow if the interviewer loses eye contact with the interviewee (Jacobsen 2017). A qualitative interview method is advantageous when the purpose of the interview is to describe the informant's everyday life and to interpret the phenomena described (Johannessen and Tufte 2003), but also to understand how the interview subject thinks and feels (Kylén 2004). This has been important for this research due to the fact that this thesis is investigating if it is possible to create an engagement with tourists through a media object.

The search for the interview subjectin this case an NPO in Bali, started in October 2019 when emails were sent out to different types of NPO located in Bali. These emails contained

information about our work and what was needed on their part. Two NPOs replied and said that they were interested in a collaboration, and one of these was BAWA. The reason why BAWA was chosen was mainly because of the language spoken by this organization. By being able to

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communicate in English with them minimized the struggle to collect data versus the situation whereby interpreter would have been required. An email conversation was ongoing with Maria Bjorning from BAWA who served us with basic information about the organization. She was also kept up to date about the work progress. Maria was not located in Indonesia so the day we arrived on the island she handed us over to BAWAs’ Social Media Manager, respondent 2, whom we had contact with via email throughout our stay in Bali.

During the second week in Bali a qualitative interview was conducted with BAWA to gain an understanding about their day to day marketing procedures (appendix 2), which was a part of phase 1 (figure 3). The interviewees consisted of respondent 1, the founder of BAWA,

respondent 2 and respondent 3 the Events and Fundraising Coordinator. The preparation for the interview was done three days before the interview itself by preparing questions (appendix 1) that would hopefully answer what was needed to be known about BAWA. These questions were constructed to gather relevant information to be able to develop a prototype based on the goings on of their organization. By researching BAWA, finding out facts about their work and studying their numbers of engagements through posts on their social media, resulted in a good basis in preparation for the interview. The questions were sent via email to respondent 2 so that they could prepare and gather the information that was needed. The interview took place at BAWAs main office with approximately ten representatives working at their desks. The interview was recorded, and notes were taken so as to maximize the collection of data. Both of us acted as the interviewers so as the flow of the conversation would not be interrupted. After the interview the recording was transcribed to capture their current situation word for word, therefore allowing it to be incorporated into the end result. (Appendix 2).

The aim of the interview was to see what had worked and what had not in terms of collecting donations so that a prototype could be created based on what had attracted the most attention for donations. Gathering information about the organization was done to also to gain insight and understanding about the challenges they faced, how they reached out to people and any other factors that needed to be consider when creating the prototype. These factors being such things as restrictions, graphic profiles and basic procedures surrounding donations.

Designing the prototype

Designing the visuals of the prototype is what came after phase 1, and what lead up to Phase 2 (figure 3). The gathered information from Phase 1 gave insight in to what the prototype did and did not need in order to try to motivate the tourists. These insights served as underlying aspects

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that came to affect the decisions regarding designing the prototype. In order to understand the design process, the main insights are presented down below.

From the observation of Bali:

• The prototype has to stand out in a bustling environment like Bali.

• The prototype should be modern and convey a sense of legitimacy which can be necessary in an environment that is busy, bustling and unfamiliar, and where tourists might be skeptical or "on their guard".

• We have to acknowledge the tourists’ behavior and needs and create a recognition factor for the prototype to attract the tourist.

From the interview with BAWA:

• The prototype needs to contain information about what the donations are going to go towards so that the tourists know and where their money is going.

• The sad stories and images of animals in need works best in terms of engagement and donations.

From theories and literature:

• We have to bear in mind that it is going to be difficult to make tourists who are often on a budget be interested in donating money. We have to make the tourist curious in order to create engagement.

• Work with images to verify the story and to awake emotions (Messaris 1997) which can enhance a change of attitude and may increase donor tendencies (Bendapudi, Surendra and Bendapudi 1996)

• The tourist needs motivation to perform the behavior, it must be easy to perform the behavior, and a trigger is needed to complete the behavior (Fogg 2009)

During the interview with BAWA it was decided that the prototype would present a story with the purpose of engaging the tourist and to awaken their curiosity and emotions. The story was built on one of BAWAs rescue cases to make the content of the prototype accurate, real and emotional. The chosen case was picked from BAWAs Facebook page (figure 4), which was their post with the biggest engagement in forms of likes and comments.

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Figure 4 BAWA post

The story about Wilko and the insights that came from Phase 1 were taken in during the process of brainstorming (figure 5) a concept for the prototype. The main focus during the

brainstorming was how to make the prototype stand out and prevent it from blending in with any other donation-poster, which is where the theory of nudging (Ranchordás 2019) comes in.

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Figure 5 Brainstorming

From nudging, the idea of a poster in a format of a calendar came up where you can flip the page to keep reading the story. The idea was that the first view of the poster would be designed to make the tourist think it is an ad for a club/happening/event or some kind of ”solution” for a better time in Bali. Aiming to spark (Fogg 2009) the tourists in to looking at the poster and to create curiosity. The story develops page by page until the last page where the tourists is presented with the ”real” purpose, the story about the Wilko the suffering dog who needs their help. This to create a feeling of hope and fear (Fogg 2009) to autonomously motivate (Paulin et al. 2014) the tourist into feeling that they can make a difference by donating money.

The idea for the display for the prototype (test 3, figure 2) was to have BAWAs donation box underneath the poster which contains information about what a donation can do, what a certain amount of money does for a dog and so on (figure 6). This to create simplicity (Fogg 2009) where it is easy for the tourist to take the decisions to donate, but also to actually donate.

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Figure 6 BAWAs donation box

To design something that can change people's behavior the three factors of behavior (Fogg 2009), motivation, ability and trigger, were used as a guide in the process of structuring, writing and creating the content of the prototype. To make sure the idea and the prototype followed the steps of the FBM (Fogg 2009), a table (figure 7) containing the three factors and their

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Figure 7 FBM table

The first draft of the prototype was built on the idea that came from the brainstorming (figure 5) –A poster in the format of a calendar to engage the tourists by building up a story. The main focus was to have as little text as possible and work with a one-line headline along with images and visual content to motivate the tourists to engage with BAWA. This was to make the tourist process the information faster (Jakus 2018), enhance reliability (Messaris 1997) and awaken emotions (Bendapudi, Surendra and Bendapudi 1996). Since BAWAs logotype and

organization was presented in the prototype they also wished for the poster to be visually linked to their organization. The choice of colors and fonts was therefore based on BAWAs graphic profile.

The prototype was developed in three stages, firstly a sketch on paper which led to a more detailed draft created in Adobe illustrator (figure 8). The draft was sent to BAWA for feedback as we wanted the organization to feel that they could stand for what our poster was trying to portray. The feedback mainly contained wishes that the poster should have a slightly more serious tone, with the story of Wilko being the main focus. Based on this the poster was

modified and again sent to BAWA for their approval to test the prototype. The organization was satisfied, and approval was granted.

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Figure 8 Prototype

As mentioned earlier the first page of the prototype (figure 8) was all about creating a curiosity to capture the tourists’ interest and awaken engagement. The main goal in this step was for the tourist to stop and look at the poster and be motivated to flip the page. The second page (figure 8) takes the story a bit further and works even harder with creating a curiosity and a stronger engagement. This so that the engagement is sufficient enough for the tourist to take their time to flip to the last page and read the whole story about Wilko. The third and last page (figure 8), contains a bit more text and information which it is why is so important that the tourists remains motivated enough in the previous two pages. The third page still contains visual elements such as a picture of the Wilko the suffering dog, and a simple infographic that shows the tourists what their donations can do. The picture of Wilko is there to awaken emotions and create legitimacy by showing that the story is real. The goal with the third page is to motivate the tourist to donate money, this by playing with the core motivator of hope and fear (Fogg 2009).

It took approximately a week of work to develop the prototype (figure 8) that was printed on a A2 paper and later used during the test with the tourist.