Deck The Halls With Donor Appreciation: Holiday Gifts To Donors
Bloomerang
DECEMBER 8, 2023
The Yale researchers who conducted the study, George Newman, and Jeremy Shen, found that the most probable reason for the negative effect on contributions was that the gift activated a feeling of selfishness in donors, which, in turn, reduced altruism and cut the average donation. The lesson is that quality matters more than quantity.
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