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Dynamic and Competitive Effects of Direct Mailings

Author

Listed:
  • van Diepen, M.
  • Donkers, A.C.D.
  • Franses, Ph.H.B.F.

Abstract

We propose a dynamic direct mailing response model with competitive effects, where purchase and promotion history are incorporated. We then map the dynamic competitive interactions amongst the firms sending the mailings. We investigate the short- and long-run impact of a direct mailing on the revenues of the firm sending the mailing and on the revenues of its competitors. The model accounts for unobserved heterogeneity across households. We estimate the model in the charitable giving setting, as sending direct mailings represents a large part of charitable fundraising activity. Households often receive direct mailings of different charities within a short period of time and competition is highly relevant. We construct a unique database by merging the databases of three large charity organizations in the Netherlands. This results in household level data on the direct mailings received and the donations made by each household to each charity. Our results show that charitable direct mailings are short-run complements, that is, the direct mailings tend to increase the total pie that is divided among the charities. At the same time, the charitable direct mailings are long-run substitutes. In the long run they fight for a piece of the pie that households have available for charitable giving.

Suggested Citation

  • van Diepen, M. & Donkers, A.C.D. & Franses, Ph.H.B.F., 2006. "Dynamic and Competitive Effects of Direct Mailings," ERIM Report Series Research in Management 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 University Rotterdam.
    • Handle: RePEc:ems:eureri:7948
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    Citations

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    Cited by:

    1. Meer, Jonathan & Rosen, Harvey S., 2011. "The ABCs of charitable solicitation," Journal of Public Economics, Elsevier, vol. 95(5-6), pages 363-371, June.
    2. Aldashev, Gani & Verdier, Thierry, 2010. "Goodwill bazaar: NGO competition and giving to development," Journal of Development Economics, Elsevier, vol. 91(1), pages 48-63, January.
    3. Jonathan Meer & Harvey S. Rosen, 2008. "The ABCs of Charitable Solicitation," Working Papers 1057, Princeton University, Department of Economics, Center for Economic Policy Studies..
    4. David Fielding & Stephen Knowles, 2015. "Can you spare some change for charity? Experimental evidence on verbal cues and loose change effects in a Dictator Game," Experimental Economics, Springer;Economic Science Association, vol. 18(4), pages 718-730, December.
    5. repec:pri:cepsud:173rosen is not listed on IDEAS
    6. Zeynep B. Ugur, 2018. "Donate More, Be Happier! Evidence from the Netherlands," Applied Research in Quality of Life, Springer;International Society for Quality-of-Life Studies, vol. 13(1), pages 157-177, March.
    7. Ugur, Z.B., 2013. "From headscarves to donation : Three essays on the economics of gender, health and happiness," Other publications TiSEM 9cfb068c-c08e-47aa-8c44-f, Tilburg University, School of Economics and Management.

    More about this item

    Keywords

    Competition; Direct Mailings; Dynamics;
    All these keywords.

    JEL classification:

    • C44 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods: Special Topics - - - Operations Research; Statistical Decision Theory
    • C61 - Mathematical and Quantitative Methods - - Mathematical Methods; Programming Models; Mathematical and Simulation Modeling - - - Optimization Techniques; Programming Models; Dynamic Analysis
    • M - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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