In response to a decrease in funds collected, charitable associations have implemented a rigorous approach to fundraising target decisions and communications. Prior studies have shown that manipulating the scale of donations influences collection results. This study has been carried out within an experimental framework and takes account of previous donor behavior. Results show that only certain parts of the scale of donations influence the amount collected or the number of donations and that prior behavior is a powerful predictor.
DESMET, P. (1998). Asking for Less in Order to Obtain More. Is it Really that Simple? An Experimental Study on the Impact of the Level of Appeal.