Asking for Less to Obtain More
Desmet, Pierre (1999), Asking for Less to Obtain More, Journal of Interactive Marketing, 13, 3, p. 55-65
Type
Article accepté pour publication ou publiéDate
1999-06Journal name
Journal of Interactive MarketingVolume
13Number
3Publisher
Direct marketing educational Foundation
Pages
55-65
Metadata
Show full item recordAuthor(s)
Desmet, PierreAbstract (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 - GestionRelated items
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