This research is designed to study the behavorial consequences of the use of multiple distribution channels when they are associated with different motivations.An empirical study of the data of a French fundraising association shows that while mail order sales do indeed erode traditional public mail collection, this erosion remains limited given the weak penetration of mail order sales among traditional donors.
DESMET, P. (1997). Behavioral Consequences of the Coherence between Motivations and Distribution Channels : A fundraising Experiment. In: Workshop on the Management of non-profit Organisations. European Institute for Advanced Studies in Management (EIASM).