Name letter effects in online donations

In an article published last year in the International Journal for Nonprofit & Voluntary Sector Marketing I showed that incidental similarities between donors and solicitors promote giving. Alumni of Utrecht University who were solicited for donations in a phonaton were more likely to donate when their names matched the names of solicitors and the university.

Bekkers, R. (2010). ‘George Gives to Geology Jane: The Name Letter Effect and Incidental Similarity Cues in Fundraising’. International Journal of Nonprofit and Voluntary Sector Marketing, 15 (2): 172-180.

The results of this experiment were rather striking and made me wonder whether they were a ‘lucky shot’. In a new study of online donations I am testing whether similarities between names of donors and charitable organizations increase amounts donated. Results expected near the summer.

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1 Comment

Filed under household giving

One response to “Name letter effects in online donations

  1. Rezwan khan

    I like it

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