Increasing Donor Retention with Feedback on Donation Use

Edlira Shehu, Michel Clement, Karen Page Winterich, Besarta Veseli

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Abstract

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.
Original languageEnglish
Title of host publicationProceedings of the Association for Consumer Research 2019
Number of pages6
Place of PublicationDuluth, NM
PublisherAssociation for Consumer Research
Publication date2019
Pages93-98
ISBN (Print)9780915552801
Publication statusPublished - 2019
Event50th Annual Conference of the Association for Consumer Research. ACR 2019 - Atlanta, United States
Duration: 17 Oct 201920 Oct 2019
Conference number: 50
https://www.acrwebsite.org/web/conferences/overview

Conference

Conference50th Annual Conference of the Association for Consumer Research. ACR 2019
Number50
CountryUnited States
CityAtlanta
Period17/10/201920/10/2019
Internet address
SeriesAdvances in Consumer Research
Volume47
ISSN0098-9258

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