‘Art lovers of the world unite to aid Florence’: techniques to motivate the crowd in post-disaster heritage crowdfunding

Effective crowd motivation in post-disaster heritage crowdfunding relies on seven key techniques: leveraging mainstream media, using diverse communication channels, varied calls for support, emphasizing the cultural value of heritage sites, fostering a sense of shared ownership, creating urgency, and evoking memories of past disasters. A study analyzing the 1966 Florence Flood response by the Committee to Rescue Italian Art (CRIA) revealed that while media reports focused on information dissemination, CRIA's campaigns incorporated emotive content to drive participation. These insights offer a framework for optimizing decentralized collective action in heritage preservation efforts.

Kumar, P. (2023). ‘Art lovers of the world unite to aid Florence’: techniques to motivate the crowd in post-disaster heritage crowdfunding. Journal of the Institute of Conservation, 46(3), 272–290. https://doi.org/10.1080/19455224.2023.2257271