Organizational Fundraising: Further Evidence on the Effect of Legitimizing Small Donations

Abstract

Prior research has shown that by legitimizing paltry donations in face-to-face contact with prospective donors, fundraisers may increase the amount of money allocated to highly visible charitable organizations. The present study suggests that this “legitimization effect” also occurs when donors are requested to allocate funds to a relatively less well-known organization, through telephone as well as face-to-face contact.