Date
1999-06
Dewey
Publicité Relations publiques
Sujet
Don; Donation -Behavior; Associations sans but lucratif - Gestion
JEL code
D12; D14; D64; M31; P46
Journal issue
Journal of Interactive Marketing
Volume
13
Number
3
Publication date
06-1999
Article pages
55-65
Publisher
Direct marketing educational Foundation
Type
Article accepté pour publication ou publié
Abstract (EN)
In response to a drop in collected funds, charitable associations have implemented a rigorous approach to the target decisions and communication for fundraising. Prior studies have shown that manipulating the scale of donations influences the collection results. This study was carried out within an experimental framework and takes into account the donors' previous behavior. Results show that only certain parts of the scale of donations can influence the amount collected or the number of donations and that prior behaviour is a powerful predictor.