March 20, 2008
'New York Times Magazine': Why People Give
Conventional wisdom about why people give is "too pat, too simple — and sometimes just wrong," writes The New York Times Magazine (March 9). Now new economic research points toward better ways to raise money.
The article outlines studies by two economists who, instead of relying on rules of thumb and fund-raising hunches, ran controlled experiments to determine what entices people to donate.
For instance, they sent nearly identical fund-raising letters to
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