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| Tekijä: | Diepen, M. van Donkers, B. Franses, P. H. |
| Otsikko: | Does irritation induced by charitable direct mailings reduce donations? |
| Lehti: | International Journal of Research in Marketing
2009 : SEP, VOL 26:3, p. 180-188 |
| Asiasana: | direct mail marketing channels charities field research Netherlands |
| Kieli: | eng |
| Tiivistelmä: | Individuals may feel irritated by the numerous mailings they receive from charities that try to attract the attention of potential donors. Moreover, due to target selection of the charities, the best donors often receive more mailings than others and might grow even more irritated. This article presents a field experiment that's purpose is to enhance the exogenous variation of the irritation caused by direct mailings. Five largest charities of the Netherlands are included in the study conducted in the form of a questionnaire. The results are somewhat surprising: as expected, direct mailings do cause irritation among donors, but this does not affect their actual donating behavior. |
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