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The Impact of Mail Order on Subsequent Donations: An Experiment

Desmet, Pierre (1998), The Impact of Mail Order on Subsequent Donations: An Experiment, Financial Accountability & Management, 14, 3, p. 203-214

Type
Article accepté pour publication ou publié
Date
1998-08
Journal name
Financial Accountability & Management
Volume
14
Number
3
Publisher
Basil Blackwell
Pages
203-214
Metadata
Show full item record
Author(s)
Desmet, Pierre
Abstract (FR)
To charitable organizations, catalogue mail order firms offer an opportunity to expand both database and revenue. But an offer must be made very carefully since motivation for a donation (altruistic) seems incompatible with that of a purchase (economic). This research is designed to study the impact of sending a catalogue offer to actual donors on their subsequent donation behavior. An experimental study with a French charitable institution shows that while mail order sales do indeed erode traditional public canvassing campaigns, this erosion nonetheless remains limited. It also reveals that traditional donors seem to be reluctant to use this commercial approach.
Subjects / Keywords
Associations sans but lucratif - Finances; Marketing social; Donation Behavior
JEL
D12 - Consumer Economics: Empirical Analysis
D81 - Criteria for Decision-Making under Risk and Uncertainty
M31 - Marketing

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