Asking for Less to Obtain More

Desmet, Pierre

Desmet, Pierre (1999), Asking for Less to Obtain More, Journal of Interactive Marketing, 13, 3, p. 55-65

Type

Article accepté pour publication ou publié

Date

1999-06

Journal name

Journal of Interactive Marketing

Volume

Number

Publisher

Direct marketing educational Foundation

Pages

55-65

Metadata

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Author(s)

Desmet, Pierre

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.

Subjects / Keywords

Don; Donation -Behavior; Associations sans but lucratif - Gestion

JEL

D12 - Consumer Economics: Empirical Analysis
D14 - Household Saving; Personal Finance
D64 - Altruism; Philanthropy; Intergenerational Transfers
M31 - Marketing
P46 - Consumer Economics; Health; Education and Training; Welfare, Income, Wealth, and Poverty