Toward an Optimal Donation Solicitation: Evidence from the Field of the Differential Influence of Donor Related and Organization-Related Information on Donation Choice and Amount
Date
2018
Journal Title
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Publisher
Journal of Marketing
Abstract
The present research decomposes consumer donation behavior into two components: donation choice (i.e., whether
to donate) and donation amount (i.e., how much to donate). It then considers how information related to the donor and
information related to characteristics of the soliciting organization may differentially influence the two decisions.
Results from four field experiments suggest that donor-related appeals have a greater effect on the donation choice
decision (vs. organization-related appeals), whereas organization-related appeals have a greater effect on the
donation amount decision (vs. donor-related appeals). This might lead one to conclude that presenting both types of
appeals in a solicitation is ideal. However, the studies presented herein also suggest that this strategy may backfire.
The simultaneous presentation of donor- and organization-related appeals can hamper both donation response rates
and average contribution amounts. To address this issue, the authors identify and test an alternative solicitation
strategy for maximizing solicitation effectiveness. This strategy involves a multistep request process that capitalizes
on an understanding of the differential influence of donor- and organization-related information on donation choice and
amount decisions.
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Keywords
charitable solicitations, donation behavior, fund-raising, nonprofit marketing
Citation
Fajardo, T. M., Townsend, C., & Bolander, W. (2018). Toward an Optimal Donation Solicitation: Evidence from the Field of the Differential Influence of Donor-Related and Organization-Related Information on Donation Choice and Amount. Journal of Marketing, 82(2), 142-152.