An International Charity Finds No Downside to Asking for Money More Often

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Room to Read has found that its donors don’t mind getting a lot of e-mails from the San Francisco charity. In fact, all the appeals are prompting them to give more and donate more frequently. Steve Cox, online strategy manager at the nonprofit, which builds libraries for children in the developing world, says it conducted extensive tests to figure out how donors responded to multiple appeals and got encouraging results. “It kind of quelled some fears of being too heavy in contact