# Determinants of Memory Encoding of Altruistic Messages: M-Delphi and F-DEMATEL Approach
## 6 Discussion
### Managerial Implications  
This study has several implications for non-profit organizations' social communication practitioners. First, practitioners must not focus on just one aspect of the social communication process. Our results indicate that for altruistic messages to be memory encoded by recipients, communications must consider the characteristics of the target audience (their interest in the message being sent out and their experience with altruism) and the features of the message being sent (emotional appeal). Furthermore, managers must devise mechanisms to boost the audience's interest in the message. Audience interest can be achieved by assuring audiences of their privacy, personalizing messages, and ensuring they are not too overloaded with information [82; 83]. In addition, managers need to ensure that the audience they target with social communications about altruism have some experience with altruism and that the messages appeal to the recipients' emotions. The audience's emotions can be triggered using positive valence words and images [46]. Considering these factors, the communicated message can be encoded by the audience they are meant for. However, non-profit organizations need to ensure that the altruistic information that they systematically send out is authentic and not harmful to the audience. Sending out inaccurate and harmful information would mean that the organizations fail to achieve their ethical responsibility to protect the stakeholders from harm.  
For instance, The Tzu Chi Cultural and Communication Foundation is a renowned non-profit organization that operates globally, dedicated to promoting compass, altruism, and positive social change. Founded in 1999 as an extension of the Tzu Chi Buddhist Compassion Relief Foundation, the Cultural and Communication Foundation focuses on leveraging effective communication strategies to disseminate meaningful and impactful messages to a wide audience. With a strong emphasis on ethical communication, the foundation aims to inspire individuals to embrace values such as empathy, kindness, and sustainable living. The foundation employs a comprehensive approach to ensure the authenticity and benefit of its altruistic messages. This approach encompasses rigorous fact-checking and research to verify information accuracy, aligning messages with ethical values, engaging in open communication with the audience, and promoting the concept of \"benefiting oneself while benefiting others.\" The foundation's commitment to accuracy and ethical communication is reflected in its meticulous content evaluation and expert review, fostering credibility and trust. The foundation customizes messages to meet specific needs and interests through active engagement in dialogue with the audience. Furthermore, the foundation's emphasis on mutual benefit underscores how altruistic actions foster personal growth and fulfillment for both those who give and receive. In conclusion, the foundation's initiatives highlight its commitment to disseminating authentic and beneficial altruistic messages, advancing positive transformation through ethical communication and nurturing personal development for the betterment of society.