RUcore Resource Object
RUcore Resource Object
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TitleThe joy of giving
NameBrand, Tina M. (author), Hart, Daniel (chair), Duffy, Sean (internal member), Markey, Charlotte (internal member), Rutgers University, Camden Graduate School,
Degree Date2010-05
Date Created2010
SubjectPsychology,
Fund raising,
Charities
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.
NoteM.A.
NoteIncludes bibliographical references (p. 36-42)
Noteby Tina M. Brand
NoteIncludes abstract
Genretheses
Persistent URLhttp://hdl.rutgers.edu/1782.2/rucore10005600001.ETD.000052805
Languageeng
CollectionCamden Graduate School Electronic Theses and Dissertations
Organization NameRutgers, The State University of New Jersey
RightsThe author owns the copyright to this work.