TitleThe joy of giving
NameBrand, Tina M. (author), Hart, Daniel (chair), Duffy, Sean (internal member), Markey, Charlotte (internal member), Rutgers University, Camden Graduate School,
DescriptionThis research aims to further our knowledge about why people donate money to charity. I hypothesized that fundraising requests that were a) handwritten, and b) contained positive emotion words related to pro-social motivations would increase donations relative to requests that lacked these qualities. Participants were drawn from the mailing list of a local charitable organization that conducts a yearly direct mail fundraising campaign. Participants were randomly assigned to one of five conditions: 1) Only the standard fundraising packet (standard), 2) standard plus a printed note with positive emotion words, 3) standard plus a handwritten note with positive emotion words, 4) standard plus a printed note without positive emotion words, 5) standard plus a handwritten note without positive emotion words. The results indicated that those who received a handwritten letter donated more money; positive emotion words did not seem to have an effect. These findings can help charitable organizations design and enhance their campaign strategies.
NoteIncludes bibliographical references (p. 36-42)
Noteby Tina M. Brand
CollectionCamden Graduate School Electronic Theses and Dissertations
Organization NameRutgers, The State University of New Jersey
RightsThe author owns the copyright to this work.