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| Author: | Smith, G. Berger, P. |
| Title: | The impact of direct marketing appeals on charitable marketing effectiveness |
| Journal: | Journal of the Academy of Marketing Science
1996 : SUMMER, VOL. 24:3, p. 219-231 |
| Index terms: | MARKETING DIRECT SELLING EFFECTIVENESS |
| Language: | eng |
| Abstract: | Building on behavioral decision research , this article provides guidelines to charitable marketing managers regarding the effect of charitable direct marketing appeals on donor decision judgments. Several charitable direct mail appeals (factors) were empirically tested simultaneously in a factorial experimental design involving 18,144 potential donors to determine how donor decision strategies influenced choice judgments about whether to give and estimation judgments about how much to give. Implications for charitable marketing managers are discussed. |
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