July 26, 2007
What Motivates People to Give Money? Research Shows Tactics That Elicit Support
Some conventional fund-raising wisdom has been turned upside down by a growing number of psychologists and economists who study altruism, while other approaches now have an increasing amount of research to back them up.
Scholars have found that fund-raising appeals do best when they are crafted around a single gripping image, that informing donors about big gifts that their peers have contributed helps expand giving, and that holding an athletic marathon — or a walk over
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