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Article Dans Une Revue Journal of Interactive Marketing Année : 1999

Asking for Less to Obtain More

Résumé

In response to a drop in collected funds, charitable associations have implemented a rigorous approach to the target decisions and communication 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 into account 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 behaviour is a powerful predictor.
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Dates et versions

halshs-00143436 , version 1 (25-04-2007)

Identifiants

  • HAL Id : halshs-00143436 , version 1

Citer

Pierre Desmet. Asking for Less to Obtain More. Journal of Interactive Marketing, 1999, 13 (3), pp.55-65. ⟨halshs-00143436⟩
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