Testing fundraising practices and techniques
Abhishek Bhati and Ruth K. Hansen, 2020
Studies of fundraising techniques may vary one aspect of an appeal in order to observe donor behaviors such as participation or size of donation …. We include three categories that are prominent in both the collected experimental literature and in fundraising practice: (a) usage of images and messages; (b) suggested ask amount; and (c) fundraising events: auctions, raffles, and walks/runs.
Usage of Images and Messages. We found two prominent themes emerging that focused on the relationship between images in solicitations and giving: (a) sad versus happy children, and (b) a single child versus a group. Studies suggest that images ...
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