Unintended Consequences of Fundraising Tactics

Charity fundraisers use a variety of methods to increase donations, with three of the most common being matching funds, seed money, and thank you gifts. Field experiments have shown that matching funds (Eckel and Grossman, 2005) and seed money (List and Lucking-Reiley, 2002) do, in fact, increase donations during the time of the fund drive. Our laboratory studies, however, show that certain levels of these familiar “sweeteners” may have the unintended consequences of reducing giving in the future.


Zoe Chance and Michael Norton (2010) ,"Unintended Consequences of Fundraising Tactics", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 766-767 .


Zoe Chance, Harvard Business School, USA
Michael Norton, Harvard Business School, USA


NA - Advances in Consumer Research Volume 37 | 2010

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