Just keep it simple: a field experiment on fundraising letters | Zendy

Bekkers René | Zendy; Crutzen Olaf | Zendy

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Just keep it simple: a field experiment on fundraising letters

Author(s) -

Bekkers René,

Crutzen Olaf

Publication year - 2007

Publication title -

international journal of nonprofit and voluntary sector marketing

Language(s) - English

Resource type - Journals

SCImago Journal Rank - 0.398

H-Index - 12

eISSN - 1479-103X

pISSN - 1465-4520

DOI - 10.1002/nvsm.293

Subject(s) - advertising , yield (engineering) , affect (linguistics) , field (mathematics) , psychology , social psychology , marketing , public relations , business , political science , mathematics , communication , materials science , pure mathematics , metallurgy

This paper studies how the use of a colour picture in fundraising letters affect response rates and the amount donated in a fundraising campaign. Envelopes, with a full colour picture were tested against envelopes, without a picture in a controlled field experiment at a national religious charity in the Netherlands. Letters (89 937) were sent out to planned as well as incidental donors in four experimental groups. Results show that packages with more graphics yield lower donations, because both response rates are lower and the amount donated per letter is lower. We interpret this finding from donor aversion against high fundraising costs. Copyright © 2007 John Wiley & Sons, Ltd.

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