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Gratitude in fundraising: Do "thank you in advance" and handwritten thank-you notes impact fundraising success?

Author

Listed:
  • Adena, Maja
  • Huck, Steffen
  • Neyse, Levent

Abstract

While almost all charities rely on a set of donor appreciation strategies, their effectiveness for the success of fundraising campaigns is underresearched. Through two preregistered field studies conducted in collaboration with a leading German opera house (N=10,000), we explore the significance of expressing gratitude and examine two different approaches to doing so. Our first study investigates the impact of a "thank you in advance" statement in fundraising letters, a common strategy among fundraisers. In the second study, we explore the effectiveness of handwritten thank-you postcards versus printed postcards, shedding light on the roles of personalization and handwriting in donor appeals. Our findings challenge conventional wisdom, revealing that neither "thank you in advance" nor handwritten thank-you notes significantly affect donor contributions.

Suggested Citation

  • Adena, Maja & Huck, Steffen & Neyse, Levent, 2025. "Gratitude in fundraising: Do "thank you in advance" and handwritten thank-you notes impact fundraising success?," Discussion Papers, Research Unit: Market Behavior SP II 2025, 202, WZB Berlin Social Science Center.
    • Handle: RePEc:zbw:wzbmbh:330305
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    References listed on IDEAS

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    1. Maja Adena & Steffen Huck, 2020. "Online Fundraising, Self-Image, and the Long-Term Impact of Ask Avoidance," Management Science, INFORMS, vol. 66(2), pages 722-743, February.
    2. James Andreoni & Marta Serra-Garcia, 2021. "The Pledging Puzzle: How Can Revocable Promises Increase Charitable Giving?," Management Science, INFORMS, vol. 67(10), pages 6198-6210, October.
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    JEL classification:

    • C93 - Mathematical and Quantitative Methods - - Design of Experiments - - - Field Experiments
    • D64 - Microeconomics - - Welfare Economics - - - Altruism; Philanthropy; Intergenerational Transfers
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making

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