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Conference Proceedings (1998), Frontiers in Direct Marketing Research, John Wiley & Sons, Inc., pp. 7-16

Asking for Less in Order to Obtain More. Is it Really that Simple?

In response to a drop in collected funds, charitable associations have implemented a rigorous approach to the choice of targets and comunication strategies 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 account of 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 behavior is a powerful predictor.

DESMET, P. (1998). Asking for Less in Order to Obtain More. Is it Really that Simple? In: Frontiers in Direct Marketing Research. John Wiley & Sons, Inc. pp. 7-16.