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The joy of giving
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Brand, Tina M.. The joy of giving. Retrieved from https://doi.org/doi:10.7282/T3ZW1M11

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TitleThe joy of giving
NameBrand, Tina M. (author); Hart, Daniel (chair); Duffy, Sean (internal member); Markey, Charlotte (internal member); Rutgers University; Camden Graduate School
Date Created2010
Other Date2010-05 (degree)
SubjectPsychology, Fund raising, Charities
Extentv, 42 p. : ill.
DescriptionThis research aims to further our knowledge about why people donate money to charity. I hypothesized that fundraising requests that were a) handwritten, and b) contained positive emotion words related to pro-social motivations would increase donations relative to requests that lacked these qualities. Participants were drawn from the mailing list of a local charitable organization that conducts a yearly direct mail fundraising campaign. Participants were randomly assigned to one of five conditions: 1) Only the standard fundraising packet (standard), 2) standard plus a printed note with positive emotion words, 3) standard plus a handwritten note with positive emotion words, 4) standard plus a printed note without positive emotion words, 5) standard plus a handwritten note without positive emotion words. The results indicated that those who received a handwritten letter donated more money; positive emotion words did not seem to have an effect. These findings can help charitable organizations design and enhance their campaign strategies.
NoteM.A.
NoteIncludes bibliographical references (p. 36-42)
Noteby Tina M. Brand
NoteIncludes abstract
Genretheses, ETD graduate
Persistent URLhttps://doi.org/doi:10.7282/T3ZW1M11
Languageeng
CollectionCamden Graduate School Electronic Theses and Dissertations
Organization NameRutgers, The State University of New Jersey
RightsThe author owns the copyright to this work.
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