The Effect of Information About Previous Donation Impact on Recurring Donations

Zohar Gilad , Technion – Israel Institute of Technology, Israel
Liat Levontin, Technion – Israel Institute of Technology, Israel
Nonprofits experience around 90% donor attrition rates. Our aim is to understand the antecedents of recurring donations and develop strategies to cope with attrition. As donors are seldom informed about their donations' impact, we suggest and find that informing donors about the positive impact of their donation increases subsequent donations.
[ to cite ]:
Zohar Gilad and Liat Levontin (2017) ,"The Effect of Information About Previous Donation Impact on Recurring Donations", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1074-1074.