# Determinants of Memory Encoding of Altruistic Messages: M-Delphi and F-DEMATEL Approach
## 1 Introduction  
Non-profit organizations perform many activities for the benefit of society. These organizations function in various sectors such as education, health, disaster relief, business and industry, environment, and agriculture. What lies at the core of non-profit organizations' work in their various sectors is altruism [1]. Non-profit organizations also aim to pass on their values, such as altruism, to their audiences through civic education [2]. Once people have altruistic views, they are likely to help others in need because their altruistic beliefs push them to prioritize the interest of others in their undertakings [3]. Ultimately, societal welfare is enhanced because general welfare is prioritized at the expense of individual interest and benefit as individuals act in a manner that assists others in need. The success of non-profit organizations in their work partly depends on public engagement and positive public perceptions [4]. Stakeholders who actively participate and hold favorable views of non-profit organizations tend to rally behind their missions, demonstrating an increased likelihood of aligning their actions with the organizations' messages [5, 6]. To achieve engagement and positive perceptions, non-profit organizations must communicate effectively with their audiences. Thus, one of the key challenges organizations face is crafting messages that will be remembered by their audiences [4]. There is a dearth of research on how non-profit organizations can effectively communicate messages about altruism to their audiences. Prior studies have focused more on effectively communicating policy and social issues [4, 5, 6]. However, altruism is one of the key areas many non-profit organizations engage in. It is essential to study how effective communications are crafted to ensure messages are memory encoded by the audience. Civic education is conducted in several ways. When non-profit organizations assist their target audiences, they actively inform or instruct their beneficiaries about the concept of helping others [7]. Non-profit organizations educate beneficiaries through mass media such as television [8]. The rapid evolution of television has led to the generation and presentation of a rapidly diverse set of content [9], and only the contentwhich is more appealing to them is remembered [10]. Therefore, non-profit organizations must communicate effectively to ensure that their messages will be memory encoded by their audiences. Most prior studies examining non-profit organization communication take homogenous approaches to examine the determinants of effective non-profit organization communication. For instance, ref. [11] examined how stakeholder-initiated engagement can shape the success of NGO communications via traditional media and social media. Ref. [12] examined the role of the target audience's participation in disaster risk reduction. Ref. [13] examined the role of financial resources in ensuring the social impact of non-profit organizations. However, the success of communication depends on multiple factors, which may not have equal degrees of impact on the success of communication. It is, thus, essential to examine, from a multidimensional perspective, the factors affecting the encoding of non-profit organizations' messages to have a clear picture of which factors have a higher or lesser degree of influence. Due to the paucity of studies examining the determinants of effective non-profit organization communication from a multidimensional perspective, this study examines the possible effect of ten factors on memory encoding altruistic messages. Prior studies have used social cognitive theory to examine people's decisions on adopting specific perspectives based on the information they receive from their environments. Social cognitive theory emphasizes the role of individual factors, environmental factors, and cognitive processes in shaping and explaining human actions [14].