Essec\Faculty\Model\Contribution {#2216 ▼
#_index: "academ_contributions"
#_id: "4932"
#_source: array:26 [
"id" => "4932"
"slug" => "4932-optimizing-donations-with-individually-tailored-donation-grids-an-econometric-model-of-compliance-and-generosity 
4932-optimizing-donations-with-individually-tailored-donation-grids-an-econometric-model-of-complian "
"yearMonth" => "2010-06"
"year" => "2010"
"title" => "Optimizing Donations with Individually-tailored Donation Grids: An Econometric Model of Compliance and Generosity Optimizing Donations with Individually-tailored Donation Grids: An Econometric Model of Compliance a "
"description" => "PROKOPEC, S. et DE BRUYN, A. (2010). Optimizing Donations with Individually-tailored Donation Grids: An Econometric Model of Compliance and Generosity. Dans: <i>Proceedings of the 39th EMAC Conference</i>. European Marketing Academy (EMAC). PROKOPEC, S. et DE BRUYN, A. (2010). Optimizing Donations with Individually-tailored Donation Grids: "
"authors" => array:2 [
0 => array:3 [
"name" => "PROKOPEC Sonja"
"bid" => "B00145716"
"slug" => "prokopec-sonja"
]
1 => array:3 [
"name" => "DE BRUYN Arnaud"
"bid" => "B00024825"
"slug" => "de-bruyn-arnaud"
]
]
"ouvrage" => "Proceedings of the 39th EMAC Conference"
"keywords" => []
"updatedAt" => "2021-04-19 17:57:25"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Actes d'une conférence"
"en" => "Conference Proceedings"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Charities and fundraising organizations use donation grids as anchors to influence donation amounts. In this paper, we show that the impact of these donation grids on the various components of donation behavior (compliance and donation amount) can be captured by an econometric model that taps into the social psychology literature, especially the contrast theory (Sherif, Taub, and Hovland, 1958) and the adaptation level theory (Helson, 1964). We develop two separate econometric models to estimate the impact of donation grids on (a) likelihood of donation and (b) donation amounts, and show that congruency of requests with donors? internal reference points plays an important role in determining the impact of charities? tactics. We then apply these models in a large field experiment, and individually tailor suggested donation grids to 100,000 solicited donors. Contrasted to the control group, optimizing donation grids at the individual level increased donation amounts by +22%, and net margins by +36%. Charities and fundraising organizations use donation grids as anchors to influence donation amounts. "
"en" => "Charities and fundraising organizations use donation grids as anchors to influence donation amounts. In this paper, we show that the impact of these donation grids on the various components of donation behavior (compliance and donation amount) can be captured by an econometric model that taps into the social psychology literature, especially the contrast theory (Sherif, Taub, and Hovland, 1958) and the adaptation level theory (Helson, 1964). We develop two separate econometric models to estimate the impact of donation grids on (a) likelihood of donation and (b) donation amounts, and show that congruency of requests with donors? internal reference points plays an important role in determining the impact of charities? tactics. We then apply these models in a large field experiment, and individually tailor suggested donation grids to 100,000 solicited donors. Contrasted to the control group, optimizing donation grids at the individual level increased donation amounts by +22%, and net margins by +36%. Charities and fundraising organizations use donation grids as anchors to influence donation amounts. "
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2025-03-14T20:21:40.000Z"
"docTitle" => "Optimizing Donations with Individually-tailored Donation Grids: An Econometric Model of Compliance and Generosity Optimizing Donations with Individually-tailored Donation Grids: An Econometric Model of Compliance a "
"docSurtitle" => "Conference Proceedings"
"authorNames" => "<a href="/cv/prokopec-sonja">PROKOPEC Sonja</a>, <a href="/cv/de-bruyn-arnaud">DE BRUYN Arnaud</a>"
"docDescription" => "<span class="document-property-authors">PROKOPEC Sonja, DE BRUYN Arnaud</span><br><span class="document-property-authors_fields">Marketing</span> | <span class="document-property-year">2010</span> <span class="document-property-authors">PROKOPEC Sonja, DE BRUYN Arnaud</span><br><span class="docum "
"keywordList" => ""
"docPreview" => "<b>Optimizing Donations with Individually-tailored Donation Grids: An Econometric Model of Compliance and Generosity</b><br><span>2010-06 | Conference Proceedings </span> <b>Optimizing Donations with Individually-tailored Donation Grids: An Econometric Model of Complianc "
"docType" => "research"
"publicationLink" => "<a href="#" target="_blank">Optimizing Donations with Individually-tailored Donation Grids: An Econometric Model of Compliance and Generosity</a> <a href="#" target="_blank">Optimizing Donations with Individually-tailored Donation Grids: An Econo "
]
+lang: "en"
+"_type": "_doc"
+"_score": 9.230796
+"parent": null
}
