If you’re in charge of soliciting donations for a charity, you may want to consider this:<\/p>\n
The researchers sent letters to more than 12,000 alumni asking them to donate to [Harvard University].<\/p>\n
The letters started with one of two sets of words to appeal for their support: \u201cSometimes, one person needs to come forward and take individual action\u201d or \u201cSometimes, one community needs to come forward and support a common goal\u201d.<\/p>\n
Among the 4 per cent who donated, those who received the message that focused on individual action gave an average of $432. In contrast, those who got the more community-minded appeal contributed $270 on average (PLoS One, doi.org\/cx4m<\/a>).<\/p><\/blockquote>\n
Thus demonstrating the power of individual marketing. It’d be even more interesting to characterize a collection of schools based on the strength of the various academic departments, and then repeat the above study on each school. How the results vary across schools might be instructive.<\/p>\n","protected":false},"excerpt":{"rendered":"
If you’re in charge of soliciting donations for a charity, you may want to consider this: The researchers sent letters to more than 12,000 alumni asking them to donate to [Harvard University]. The letters started with one of two sets of words to appeal for their support: \u201cSometimes, one person \u2026 Continue reading