Dr. James explains why the feeling “People like me make gifts like this” is so powerful in major gifts fundraising
iMarketSmart
JULY 17, 2023
It’s a powerful fundraising message. It [proposes] a new mechanism of decision making in charitable giving through an important psychological construct: similarity.”[23] Adding this phrase, “Did you know that other participants gave £5 and they said that participants such as yourself should give £5?”[27] Her approach?
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