A new study from Rice University says YES. The results show that Americans are more likely to donate to a charity that reflects the moral foundations of their political affiliation (the full study will appear in the International Journal of Research in Marketing: Special Issue on Consumer Identities).
Case in point, the study found self-identifying Republicans far more likely to donate to charities described as supporting traditional working American families and communities (typical values of the Republication party). The study also found Democrats more likely to donate when a charity was described as ensuring protection of a home to every person, a traditionally Democratic goal.
Our clients are constantly changing their fundraising pitches, thinking of every possible angle to appeal to new audiences. But this study shows that when it comes to targeted marketing, politics may be worth considering.