In the summer of 2025, researchers from the University of Michigan’s Center for Emerging Democracies and Freedom House ran a survey experiment to test values-based, humanitarian, economic, and national security messages related to foreign aid and found clear differences in what resonates, and with whom.

Messages emphasizing the life-saving impact of aid produced the strongest gains in overall support, particularly among Democrats, while economic impact frames were more persuasive among Republicans. Value-focused messages did not have an effect. This discussion will feature the highlights from the research as well as some background on USAID strategic communications and how practitioners might be able to use similar research going forward. Audience contributions to the discussion will be actively encouraged.

Register in advance for this meeting: https://us02web.zoom.us/meeting/register/12oUJgtBRhaNW8GNQaogkA