The impact of direct marketing appeals on charitable marketing effectiveness
Gerald E. Smith, Paul D. Berger
Journal of the Academy of Marketing Science · 1996 · Volume 24 · Issue 3
Abstract
Building on behavioral decision research, this article provides guidelines to charitable marketing managers regarding the effect of charitable direct marketing appeals on donor decision judgments. Several charitable direct mail appeals (factors) were empirically tested simultaneously in a factorial experimental design involving 18,144 potential donors to determine how donor decision strategies influenced choice judgments about whether to give and estimation judgments about how much to give. The results indicate that suggested anchors and framing influence response rate (choice) but not size of gift. Reference information (factual/statistical and narrative/experiential) influences size of gift (estimation) but not response rate. Implications for charitable marketing managers are discussed.
Keywords
Consumer Research, Reference Price, Reference Information, Direct Marketing, Donor Decision
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