Marketing Research Seminar Series
Targeting Donors: Increasing Fundraising Effectiveness by Providing Donors Opportunities to Target Their Charitable Gifts
What motivates donors to engage in charitable giving? We propose that providing donors with an opportunity to target their financial gift to a particular cause positively affects the total amount of money that is contributed to the charity. We find that coupling (i.e., associating suggested donation amounts with specific charitable causes) and unpacking (i.e., presenting charitable causes as separate vs. grouped) increases donation likelihood and donation amount in a large field experiment.
zurück zur Übersicht