Do sad faces make donors give more?

From http://www.donorpowerblog.com/

Do pictures of sad children stir more people to give than picture of happy children? In my experience: sometimes.

Recent research in the Journal of Marketing Research offers a more definitive answer than I do at The Face of Need: Facial Emotion Expression on Charity Advertisements (PDF, 54 pages).

From the abstract:
This paper examines how the expression of emotion on a victim's face affects both sympathy and giving. Building on theories of emotional contagion and sympathy the authors propose that (a) people "catch the emotions displayed on a victim's face and (b) they are particularly sympathetic and likely to donate when viewing sad expressions, relative to happy or neutral expressions.
These findings straddle the line between blindingly obvious and just plain wrong.
Obvious because anyone who's done repeated image testing in fundraising will tell you that "sad" images are usually more effective than happy ones.

But wrong because the research didn't look at actual fundraising results. And anyone who does that knows that sad faces are not always more effective. It depends on what you're raising funds for. Sometimes a happy image just kicks butt over a sad one. Click here to read more.