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.