Do thank-you gifts actually increase contributions? According to a recent article in The Wall Street Journal, two Yale University researchers tried to answer this question in a 2012 study of charitable behavior.
Once again, research shows that using fundraising incentive gifts don’t work. In fact, “We found when you offer a thank-you gift as part of an initial donation request—such as a pen, tote bag, or mug—people end up donating less than if you just asked them how much they’d be willing to donate,” says George E. Newman, an assistant professor of organizational behavior at Yale’s School of Management.
“People seem to be concerned that if they were to accept the thank-you gift, it would create ambiguity about their reasons for giving,” adds Newman. “There’s actually a very long literature in psychology on this idea, known as the ‘crowding-out’ effect, where a person’s intrinsic motivation ends up decreasing once an external incentive is added.”
On the other hand, Roger Dooley, neuromarketing expert and author, says that using free address labels, greeting cards, and other items that show up in your mailbox, accompanied by a request for a donation, actually do work.
“The psychological principle involved is ‘reciprocity’ – when you get those mailing labels, you feel a subtle urge to reciprocate by making a donation. There is even data that shows the size of the gift accompanying the request can have a big influence on donations.” Continue reading
Did you know that Baby Boomers contribute 43% of all charitable giving? In fact, Baby Boomers control 70% of Americans’ disposable income, yet only 5% of advertising is geared toward their age group.
Is your nonprofit organization adequately targeting them and marketing to them effectively?
Let’s look at some important data on marketing to Boomers - those born between 1946 and 1964 (ages 49-67) who are poised to make up half the U.S. population in 2017. (Nielsen) Continue reading