Increasing Donor Retention With Feedback on Donation Use

This research investigates the impact of retention strategies where donors are informed about their past donation use. Two field experiments reveal the effectiveness of past donation use appeals relative to best-practice appeals based on acknowledgment. Two controlled studies replicate this effect and show that it is transmitted via service value.


Edlira Shehu, Michel Clement, Karen Page Winterich, and Besarta Veseli (2019) ,"Increasing Donor Retention With Feedback on Donation Use", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 93-98.


Edlira Shehu, Copenhagen Business School, Denmark
Michel Clement, University of Hamburg, Germany
Karen Page Winterich, Pennsylvania State University, USA
Besarta Veseli, University of Hamburg, Germany


NA - Advances in Consumer Research Volume 47 | 2019

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