This study analyzes 983 Gaza-related GoFundMe campaigns through Aristotle’s rhetorical lens—ethos, pathos, and logos—to understand how persuasive strategies shape donor behavior in humanitarian crowdfunding. Combining sentiment analysis, named-entity recognition, and text classification, the research maps patterns in rhetorical appeals, showing that emotional tactics are widely deployed to evoke empathy and urgency yet reveal limits when used in isolation.
Findings indicate that the most successful campaigns balance strong emotional resonance with clear logical reasoning and credible endorsements, thereby building trust and motivating donors. By elucidating the interplay among ethos, pathos, and logos, the study offers practical guidance for crafting compelling narratives that boost donor engagement and enhance the overall impact of humanitarian crowdfunding efforts.