Contents

About This Report

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Research Methodology 

ABSTRACT

This 1000 respondent study conducted in 2024 examined the effectiveness of altruistic versus self-benefit messaging across distinct demographic segments. By analyzing themes in messaging, we identify patterns in how different groups—based on income, age, political affiliation, and other factors—respond to specific phrase structures and framing styles. This analysis yields actionable insights on strategic message tailoring to increase engagement and influence based on demographic characteristics.

METHODOLOGY

The data analyzed were segmented by demographic groups, each assigned to clusters based on shared traits, including income levels, age ranges, and political affiliations. Messaging themes were categorized into two main types:

  • Altruistic Themes: Emphasizing community support, collective responsibility, and societal benefit.
  • Self-Benefit Themes: Focusing on personal security, individual growth, and self-reliance.
  • Phrase modeling was then applied to these themes, assessing their alignment with each demographic cluster.

DATA COLLECTION AND ANALYSIS

Data were collected from a survey, scored across various demographic segments. Respondents’ alignment with altruistic or self-benefit messaging was analyzed using weighted influence scores, regression modeling, and variance analysis. Further expert insights were gathered to interpret the results based on behavioral economics, social psychology, and communications strategies.

About Us 

Invisible People is a 501(c)(3) nonprofit dedicated to educating the public about homelessness through innovative storytelling, news, and advocacy. Since our launch in 2008, Invisible People has become a pioneer and trusted resource for inspiring action and raising awareness in support of advocacy, policy change and thoughtful dialogue around poverty in North America and the United Kingdom.

OUR MISSION

We imagine a world where everyone has a place to call home. Each day, we work to fight homelessness by giving it a face while educating individuals about the systemic issues that contribute to its existence. Through storytelling, education, news, and activism, we are changing the narrative on homelessness.

AUTHORS AND CONTRIBUTORS

Ara Berberian, Research Analyst and Co-Author

Stephane Gringer, Research Analyst and Co-Author

Mark Horvath, Founder of Invisible People

Alisa Olinova, Graphic Design and Creative Consulting

Alex Shaw, Web Development

ACKNOWLEDGMENTS

Invisible People would like to thank everyone for their feedback on this research. 

Sarah Saadian, Senior Vice President of Public Policy and Field Organizing - The National Low Income Housing Coalition

Diane Yentel, former CEO The National Low Income Housing Coalition

Ann Oliva, CEO of the National Alliance to End Homelessness

Tom Murphy, Vice President of Communications of the National Alliance to End HomelessnessIain 

Iian De Jong, President and CEO, OrgCode Consulting 

Eric Tars, Senior Attorney at the National Law Center on Homelessness & Poverty

Michael McConnell, homeless advocate, retired businessman

Barbara Poppe, Barbara Poppe and Associates

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