Does Irritation Induced by Charitable Direct Mailings Reduce Donations?
AbstractCharities mainly rely on direct mailings to attract the attention of potential donators. Individuals may feel irritated by these mailings, in particular when they receive many mailings. We study the consequences of perceived irritation on stated behavior and on actual behavior. Target selection by charities likely results in good donators receiving many mailings and hence they might also be most irritated. Therefore, irritation with direct mailings might be endogenously determined. To create exogenous variation in irritation, we design a unique controlled field experiment in cooperation with five of the largest charities in the Netherlands. Our analysis reveals that direct mailings do result in irritation, but surprisingly this affects neither stated nor actual donating behavior.
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Bibliographic InfoPaper provided by Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam. in its series Research Paper with number ERS-2008-036-MKT.
Date of creation: 30 Jun 2008
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direct marketing; field experiment; charity donations; irritation;
This paper has been announced in the following NEP Reports:
- NEP-ALL-2008-07-14 (All new papers)
- NEP-CBE-2008-07-14 (Cognitive & Behavioural Economics)
- NEP-EXP-2008-07-14 (Experimental Economics)
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Diepen, M. van & Donkers, A.C.D. & Franses, Ph.H.B.F., 2006. "Dynamic and Competitive Effects of Direct Mailings," Research Paper ERS-2006-050-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus Uni.
- Donkers, A.C.D. & Diepen, M. van & Franses, Ph.H.B.F., 2010. "Do Charities Get More when They Ask More Often? Evidence from a Unique Field Experiment," Research Paper ERS-2010-015-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus Uni.
- Baris K. Yörük, 2009.
"Do Fundraisers Select Charitable Donors Based on Gender and Race? Evidence from Survey Data,"
09-01, University at Albany, SUNY, Department of Economics.
- Barış Yörük, 2012. "Do fundraisers select charitable donors based on gender and race? Evidence from survey data," Journal of Population Economics, Springer, vol. 25(1), pages 219-243, January.
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