Why Not Set Pen to Paper? How Typeface Design Influence Charitable Behaviors

Chu et al's research offers rich managerial implications. Handwriting as an important factor in a charitable appeal, they provide brand managers an actionable strategy, especially when consumers are not strongly attached to the brand or when using an other-benefit charitable appeal. Also, they provided guidelines that can help social marketers and charity fundraisers in deciding the typeface design, giving them a greater understanding of the benefits of using handwriting in marketing communications.