The Giving Environment: Understanding Drivers for Donor Engagement
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Date
2022-01-26
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American English
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IU Lilly Family School of Philanthropy
Abstract
The objective of this research is to determine the relative effectiveness of fundraising messages in building connection to new, everyday donors. In short, which messages connect? The second objective is to investigate why a fundraising message works. To achieve this second objective, the study measured emotional and moral responses to the fundraising message.
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The Bill & Melinda Gates Foundation
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