Ask and You Shall be Given: Request Size and Donations to a Good Cause1

In an attempt to replicate the findings reported in this Journal by Weyant and Smith (1987), members or recent donors to a Canadian civil liberties organization were asked to donate money under one of three conditions: (a) In the control condition, they were simply asked for a donation; (b) in the “smaller request” condition, they were asked to make a donation, but amounts of Canadian $30 to $100 were suggested; and (c) in the “larger request” condition, amounts of $50 to $250 were suggested. Unlike the Weyant and Smith studies, we found no difference in the proportion of respondents making a donation, but significant differences in the size of the donations made by those making donations. In our study, the most effective way of getting large donations was to ask for a large amount. It was suggested that the most likely explanations for the differences in the results of the two studies were the following: First, our target population were previous donors to the organization, whereas those in the Weyant and Smith studies were not likely to have been. Previous research suggests that those who had been donors previously are influenced, positively, by requests for a specific large donation, whereas those not previously approached are, if anything, negatively influenced. Second, our “larger request” appears to be within a plausible range for donations, whereas the larger request in the Weyant and Smith study may have been seen as being outside of the plausible range. In any case, however, we would recommend caution in drawing a conclusion about the most effective request size to encourage people to donate money to charity.     

Applying Social Psychology to Induce Charitable Donations1

As part of a door-to-door campaign to raise funds for the American Cancer Society, 359 people in a middle-class neighborhood were randomly assigned to five different versions of a request for contributions. A version of the request similar to that typically used in such charity drives served as a control and the other four versions were modified slightly on the basis of social psychological principles. Three of these manipulations failed to increase donating beyond the level of the standard request. Replicating prior research, it was found that for completed requests (N= 293) adding the words “even a penny will help” to the standard request significantly increased the percentage of people who donated. However, in 66 cases the solicitor was interrupted with a donation or a refusal before delivering the key phrase that differentiated the experimental conditions. An analysis of these incomplete requests suggests that the effectiveness of the even-a-penny technique may be at least partially explained by the solicitors' expectations.     

Goal gradient in helping behavior

People are more likely to pitch in as charitable campaigns approach their goals. Such “goal gradient helping” occurs in part because late-stage efforts provide donors with a heightened sense of personal impact, an influential source of satisfaction from prosocial acts. Using web robot technology in an Internet field study of micro-lending, Study 1 demonstrated that charity contribution rates increase as recipients approach their fundraising goals. Study 2, a large-scale field experiment, found that funds close to reaching campaign goals received more donations than did funds far from reaching campaign goals. Study 3 replicated the goal gradient helping effect in a controlled scenario experiment, and mediational analyses showed that increased perceived impact of late-stage contributions, and the resultant satisfaction from this impact, explain goal gradient helping. In conclusion, people are not charitable simply to be kind or to relieve negative emotions; they find satisfaction from having personal influence in solving a social problem.     

To Ask or Not to Ask: Enhancing Donations to Nonprofits by Soliciting Opinions Upfront,Rather than Donations

The success of non-profit organizations depends mainly on the strategies they use to recruit new donors. One common strategy is to solicit donations upfront (mostly online)—but is this indeed an effective approach? We conducted three experiments (N_total?=?1287), in which we compared an upfront appeal of that sort with one that offered prospective donors the opportunity to express their opinion about a given fundraising campaign—and then asked if they cared to donate to it. Drawing on foot-in-the-door and escalation of commitment theories, we found that soliciting an opinion (as opposed to a donation) led to greater engagement with the charity among prospective donors, as reflected by their greater willingness to read about the cause. This, in turn, encouraged them to donate. In experiment 1, we showed that the direct effect of request type on donations was mediated by the donors’ willingness to learn about the charity. In experiment 2, we showed that pairing an appeal for an opinion with a donation request was more effective than merely appealing for a donation. Finally, in experiment 3, we found that the more donors learn about a given cause, the stronger their emotional response to it, and the greater their donations to it. Further, we showed that soliciting an opinion (as opposed to a donation) made donors feel a greater connection with the organization. In sum, we propose a simple and cost-effective intervention that may help non-profit businesses become more effective.

     

Social representations of organ donors and non‐donors

This paper illustrates the empirical investigation of social representations by means of photographs as stimulus material and the technique of correspondence analysis to study the resulting data. The research was part of a campaign carried out to promote organ donation in Malta. The study tries to find out whether a public communication campaign could change perceptions. Five focus groups were held before the campaign and another five, two months after the campaign. Part of the data collected through these focus groups was analysed using correspondence analysis. The results showed that before the campaign, donors were generally perceived to be either young or important people or public personalities. After the campaign, donors were perceived more to be ordinary family people, educated, generous and religious. On the other hand, before the campaign, non‐donors were seen as conservative, uncouth and uncaring, whereas after the campaign non‐donors were generally perceived to be older, uninformed and uneducated people. Copyright © 2005 John Wiley & Sons, Ltd.     

The Applicability of the Door-in-the Face Technique when Established Behavioral Customs Exist

The applicability of the door-in-the-face technique was tested in a monetary donation context where established behavioral standards exist, and where the target person has standards by which to judge the legitimacy of the solicitor's demand. Based on the proposition that exaggerated initial requests might discredit the solicitor and thereby halt the give-and-take process, it was expected that (a) with legitimate initial requests, the probability of compliance with a request would be greater when preceded by a larger request than if presented alone; and that (b) with illegitimate initial requests, the probability of compliance with a second request would be smaller when preceded by a larger request than if presented alone. On the national collection day for the Association for the Rehabilitation of the Mentally Handicapped, 400 subjects were asked to contribute IL 10, 15, or 20. In the experimental groups, these amounts were preceded with requests for larger sums which were judged previously by a pretest to be considered legitimate or illegitimate. In the control groups, subjects were asked to contribute the same amounts, but no larger amounts were first requested. The replicability of the door-in-the-face technique has been proven with requests for which established customs exist. However, the technique was only effective with legitimate initial requests. With initial requests that were previously judged as unreasonable, the technique had a "boomerang effect" and suppressed compliance.     

Motivations for Philanthropic Giving in the African American Church: Implications for Black College Fundraising

Since its inception, the Black church has been the center of African American fundraising and the single most effective fundraising mechanism for Blacks. The majority of African Americans are taught from a young age that they have an obligation to give to the church. According to Cheryl Hall-Russell, African Americans are experts at educating their prospective donors in the church setting. Both Hall-Russell and Emmett D. Carson suggest that a formalized structure, like that of the church could aid colleges and universities in their acquisition of African American contributions. Consequently, a study of the Black church and its African American congregants can be a vital source of information for those interested in improving the fundraising capabilities of Black colleges. Through historical inquiry and qualitative interviews with Black college alumni/church members, we explore these important issues.     

The polite wiggle‐room effect in charity donation decisions

We extend research on charity donations by exploring an everyday tactic for increasing compliance: asking politely. We consider three possible effects of politeness on charity donations: a positive effect, a negative effect, and a wiggle‐room effect where the perception of the request is adjusted to decline donating without feeling selfish. Results from six experiments systematically supported the polite wiggle‐room effect. In hypothetical donations contexts, indirect requests were judged more polite. In real donation contexts, though, indirect requests were not judged as more polite and had no consistent effect on donation decision. Rather, the decision to donate predicted the perceived politeness of the request, independently of its phrasing. Experiment 4 provided causal evidence that participants justified their donation decisions by adjusting their perception of the request. The polite wiggle‐room effect has important implications for organizations that seek to increase compliance while maintaining a positive image.     

The Relative Effectiveness of Three Compliance Techniques in Eliciting Donations to a Cultural Organization

To compare the relative effectiveness of three compliance techniques during a museum fund-raising drive, 89 individuals were asked to contribute $1 to the museum after having been exposed to an initial request according to one of the following conditions: (1) in the foot-in-thedoor condition, individuals were first asked to sign a petition in support of the museum; (2) in the door-in-the-face condition, they were initially asked for a $5 contribution; (3) in the. low-ball condition, they were asked to contribute 75 cents and then to increase this amount by 25 cents in order to support the children's program: and (4) in the control condition, subjects simply received the target request for $1. The groups differed significantly in terms of the number of individuals who donated, and in the amount of their contributions. The low-ball condition was generally the most effective, especially with respect to the amount of money contributed. This was followed in turn by the door-in-the-face and control conditions, with the foot-in-the-door condition the least effective in virtually every comparison. These findings are discussed in terms of their implications for the experimental analysis of compliance, as well as the development of more effective fund-raising programs.     

助推爱心：利用默认选项促进捐赠行为

本研究采用实验室和现场实验的方法检验了默认选项的助推策略是否能够促进慈善捐赠行为。结果发现：（1）相较于把被试费的“保留选项”设置为默认,把“捐献选项”设置为默认时,被试捐献的概率和金额更高;（2）在多个捐款选项情景中,默认选项的设置总体上提高了默认选项被选择的概率;将最大金额选项设置为默认选项有助于提高被试平均捐赠额。这些发现表明,应用默认选项的助推策略能够有效促进人们的捐赠行为。本研究结果对减少募捐成本、提高募捐效率有所启示。     

Legitimizing Paltry Contributions: On-the-spot vs. Mail-in Requests1

Two versions of the legitimization-of-paltry-contributions technique (Cialdini & Schroeder, 1976) were compared with respect to their effectiveness in generating compliance with requests for charitable donations. When immediate, on-the-spot donations were requested, the technique significantly increased compliance rates relative to control conditions; but when the respondents were asked to mail in their contributions, virtually none did. The results offered some support for an image-maintenance explanation of the technique and were viewed as indicating that the effectiveness of the technique is reliable, but primarily under conditions that impose a high degree of situational constraint upon respondents. Implications of the results for door-to-door fundraising and for future research were discussed.     

Behavioral momentum and stimulus fading in the acquisition and maintenance of child compliance in the home

The provision of a series of requests to which compliance is highly likely (high-probability requests) immediately antecedent to low-probability requests has been used to establish behavioral momentum of compliance. We evaluated a fading procedure for maintaining high levels of compliance obtained with high-probability requests. Fading involved a systematic reduction in the number of high-probability requests and an increase in the latency between the high- and low-probability requests. High levels of compliance for both "do" and "don't" requests were maintained for 16 weeks in a 5-year-old boy with developmental disabilities after the high-probability request sequence was faded. Similar maintenance was obtained for "do" requests in a 15-year-old girl with developmental disabilities. For this subject, however, the high-probability request sequence was ineffective with "don't" requests. When "don't" requests were phrased as "do" requests, the high-probability request sequence produced high levels of compliance to the low-probability request. High levels of compliance to these "do" requests were maintained for 16 weeks after the high-probability request sequence was faded.     

When the poor give more than the rich: The role of resource evaluability on relative giving

Five experiments examined the role of resource evaluability on giving. We systematically varied participants' resources they and another potential donor received and whether they could donate to a recipient either by themselves or with the other donor. Participants in the relative advantage condition received more resources than the other donor, and those in the relative disadvantage condition received fewer resources than the other donor. The presence of the other donor made participants' resources evaluable and shaped giving: Relatively disadvantaged participants were proportionally more generous than advantaged participants but only when they could evaluate their resources. Neither the mere presence of others nor reputational concerns could explain the results. Exploratory mediation and moderation analyses further showed that relatively disadvantaged participants give proportionally more the higher and the more equal they perceive their status to the advantaged donor. This shows that the generosity of those who have less does depend on how they evaluate their status compared to other donors. Our results provide insights into the question of why and when resource asymmetries between donors result in prosocial giving and can influence fundraising strategies of charitable organizations.     

A PILOT STUDY OF NATURALLY OCCURRING HIGH‐PROBABILITY REQUEST SEQUENCES IN HOSTAGE NEGOTIATIONS

In the current study, the audiotapes from three hostage‐taking situations were analyzed. Hostage negotiator requests to the hostage taker were characterized as either high or low probability. The results suggested that hostage‐taker compliance to a hostage negotiator's low‐probability request was more likely when a series of complied‐with high‐probability requests preceded the low‐probability request. However, two of the three hostage‐taking situations ended violently; therefore, the implications of the high‐probability request sequence for hostage‐taking situations should be assessed in future research.     

Less is better: when low-value options are valued more highly than high-value options

This research demonstrates a less-is-better effect in three contexts: (1) a person giving a $45 scarf as a gift was perceived to be more generous than one giving a $55 coat; (2) an overfilled ice cream serving with 7 oz of ice cream was valued more than an underfilled serving with 8 oz of ice cream; (3) a dinnerware set with 24 intact pieces was judged more favourably than one with 31 intact pieces (including the same 24) plus a few broken ones. This less-is-better effect occurred only when the options were evaluated separately, and reversed itself when the options were juxtaposed. These results are explained in terms of the evaluability hypothesis, which states that separate evaluations of objects are often influenced by attributes which are easy to evaluate rather than by those which are important. © 1998 John Wiley & Sons, Ltd.     

Resource dilemmas with environmental uncertainty and asymmetric players

Groups of subjects participated in a series of 30 noncooperative independent single-trial resource dilemmas. On each trial the subjects in each group requested privately a number of points from a common pool. Individual requests were granted if and only if the total group request was equal to or smaller than the pool size. The pool size on each trial was sampled randomly from a uniform distribution that was common knowledge. Asymmetry in payoff was induced by assigning to each group member a different points-to-money exchange rate. The results show that as the uncertainty about the pool size increases subjects (1) overestimate the pool size, (2) increase their requests, and (3) expect others to increase their requests. In addition (4) individual requests and expectations regarding others' requests are inversely related to the exchange rates, reflecting attempts to equate payoffs across group members.     

Driving toward a goal and the goal‐gradient hypothesis: the impact of goal proximity on compliance rate,donation size,and fatigue

Driving toward a goal (DTAG) is a compliance technique derived from observed persuasion practice (e.g., telethons) wherein the persuader utilizes a goal pitch (e.g., “Help us raise $500”) and progress toward a goal (e.g., a tote board) to encourage compliance. It was postulated that DTAG would be more effective than legitimizing a paltry contribution (LPC) at increasing compliance rate, size, and stability. In Study 1, a fundraising field experiment (N = 840 donations) found that LPC garnered significantly more donations and DTAG garnered significantly larger donations. In Study 2, a lab experiment (N = 992 participants) found that LPC garnered more donations at Time 1, DTAG garnered more donations over time (eventually matching LPC), and LPC yielded smaller donations over time.     

The effectiveness of the door-in-the-face compliance strategy on friends and strangers

The author examined the impact of the door-in-the-face procedure on concerns about self-presentation and hypothesized that (a) when a friend made door-in-the-face requests, the procedure would increase the participant's concern about self-presentation more than would a single request and (b) when a stranger made door-in-the-face requests, the procedure would not increase the participant's concern about self-presentation more than would a single request. Either friends or strangers presented requests to the participants. Half the requests were in a door-in-the-face format, and the other half were single requests. After receiving the request(s), the participants completed measures of self-presentation concerns and compliance with the request. The results supported the hypothesis.     

Effect of multiple monitoring requests on vigilance and readiness by measuring eye movement and takeover performance

Drivers do not need to supervise the L3 automated driving system but have to resume dynamic driving tasks when necessary, where the takeover request system plays a crucial role in alerting drivers to take over control. Previous studies have investigated the feasibility of the two-stage takeover system, which divides the takeover request system into monitoring requests and takeover requests. However, whether it will affect drivers’ situation awareness and takeover performance if the monitoring request is issued multiple times without the takeover request has not been fully considered. This research conducted a driving simulation study to investigate the effect of multiple monitoring requests on participants’ vigilance to monitoring requests and readiness for takeover requests by measuring their eye movement and takeover performance. Forty-two participants experienced three kinds of takeover conditions: no monitoring request, once monitoring request, and four monitoring requests. Simultaneously, the eye movement and takeover performance of participants were recorded and analyzed. Results showed that participants gained sufficient situation awareness in the monitoring request phase and showed better takeover performance in the two-stage takeover system than the single-stage takeover system. However, participants’ vigilance to the monitoring request and readiness for the takeover request decreased after experiencing multiple monitoring requests. Specifically, 62% and 59% of participants put their hands on the steering wheel during the monitoring request phase when experiencing the first monitoring request, which decreased to 35% after experiencing four monitoring requests. Moreover, after experiencing multiple monitoring requests, more participants shifted their attention to non-driving-related tasks after first observing the road and with a reduced percentage of time in the road center. These findings suggest that the monitoring request should be more reasonable to avoid reducing the vigilance and readiness of drivers to take advantage of the two-stage takeover system effectively.