logo logo
Donate
    • Membership
    • Donate
  • Social Justice
    • Racial Justice
    • Climate Justice
    • Disability Justice
    • Economic Justice
    • Health Justice
    • Immigration
    • LGBTQ+
  • Civic News
  • Nonprofit Leadership
    • Board Governance
    • Equity-Centered Management
    • Finances
    • Fundraising
    • Human Resources
    • Organizational Culture
    • Philanthropy
    • Power Dynamics
    • Strategic Planning
    • Technology
  • CONTENT TYPES
  • Leading Edge Membership
  • Newsletters
  • Webinars

Fundraising Study: Closeness of Connection Should Drive Type of Appeal

Ruth McCambridge
July 20, 2011

July 18, 2011; Source: The Daily Texan | The findings of a recent study suggests that if a donor is already close to a nonprofit they should be approached one way –  and a less-close relationship should suggest a different type of appeal. The study, which is due to be published in the “Journal of Experimental Psychology: General,” are based on five studies performed by researchers at the University of Texas, Sungkyunkwon University in South Korea, and the University of Chicago.

“Individuals who think of the beneficiaries in psychologically distant terms contribute more when you can find a way to signal to them that the charity’s cause is important,” Marlone  Henderson of UT wrote The Daily Texan in an email. “When you make people focus on what other people have already contributed versus what’s still missing, people feel like the cause is more important and thus feel more motivated to give.”

Sign up for our free newsletters

Subscribe to NPQ's newsletters to have our top stories delivered directly to your inbox.

By signing up, you agree to our privacy policy and terms of use, and to receive messages from NPQ and our partners.

On the other hand, when donors feel more closely identified with the group they contribute to, the group meet its goal. These findings seem somewhat obvious, but we are looking forward to reading it because the way it was done was through “manipulating” the language used in appeals between an “us and them” appeal to a “we and us.” It’s an interesting point for those who write appeals and think about the value of a good engagement strategy.—Ruth McCambridge

About the author
Ruth McCambridge

Ruth is Editor Emerita of the Nonprofit Quarterly. Her background includes forty-five years of experience in nonprofits, primarily in organizations that mix grassroots community work with policy change. Beginning in the mid-1980s, Ruth spent a decade at the Boston Foundation, developing and implementing capacity building programs and advocating for grantmaking attention to constituent involvement.

More about: FundraisingNonprofit News

Our Voices Are Our Power.

Journalism, nonprofits, and multiracial democracy are under attack. At NPQ, we fight back by sharing stories and essential insights from nonprofit leaders and workers—and we pay every contributor.

Can you help us protect nonprofit voices?

Your support keeps truth alive when it matters most.
Every single dollar makes a difference.

Donate now
logo logo logo logo logo
See comments

You might also like
Donor Base Continues to Decline, FEP Report Says
Aashna Miharia
Ask Rhea
Rhea Wong
Know Your Data: Insights from the Fundraising Effectiveness Project
Isaiah Thompson
More from Fewer: The Growing Role of Ultra-Wealthy Donors
Isaiah Thompson
Behind the Numbers: Giving USA Panel Sheds Light on Longer Term Trends
Steve Dubb
From Crisis to Capacity: 20 Years of Philanthropy after 9/11
Deepa Iyer

Upcoming Webinars

Group Created with Sketch.
July 24th, 2:00 pm ET

Organizing in Divided Times

The Relational Infrastructure We Need to Protect Democracy

Register
Group Created with Sketch.
September 24th-25th, 2:00 pm ET

Advanced QuickBooks for Nonprofits

Expert Guidance for Experienced QuickBooks Users

Register

    
You might also like
US Capitol Building
Trump Budget Bill Spells Trouble for Nonprofits
Isaiah Thompson
A building with the message of ‘support’ and ‘community’ around the steel bar window.
Donor Base Continues to Decline, FEP Report Says
Aashna Miharia
A group of about two dozen students, many wearing blue shirts, walk in the rain in front of the US House of Representatives.
How Nonprofits and Activists Can Oppose Trump’s “Big...
Matthew Rozsa

Like what you see?

Subscribe to the NPQ newsletter to have our top stories delivered directly to your inbox.

See our newsletters

By signing up, you agree to our privacy policy and terms of use, and to receive messages from NPQ and our partners.

  • About
  • Advertise
  • Careers
  • Contact
  • Copyright
  • Donate
  • Editorial Policy
  • Funders
  • Submissions

We are using cookies to give you the best experience on our website.

 

Non Profit News | Nonprofit Quarterly
Powered by  GDPR Cookie Compliance
Privacy Overview

This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.

Strictly Necessary Cookies

Strictly Necessary Cookie should be enabled at all times so that we can save your preferences for cookie settings.

If you disable this cookie, we will not be able to save your preferences. This means that every time you visit this website you will need to enable or disable cookies again.