The champion effect in peer-to-peer fundraising
Cassandra M. Chapman, Barbara M. Masser, and Winnifred R. Louis, 2019
Using a unique combination of survey and behavioral data from 1,647 online peer-to-peer fundraisers (whom we call “champions”), we tested empirically the influence of different best practices on fundraising success … Across two samples, we found the fundraiser’s identification with the cause led them to engage in more best practice actions, which in turn led to greater fundraising success. However, not all actions were equally influential.
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We propose that success in the peer-to-peer fundraising context is influenced more by the champion than by the charity – a phenomenon we call the Champion ...
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