| Abstract: | In the context of an annual fundraising drive for the American Society, two field experiments were conducted to test the relative effectiveness of suggesting either small or large contributions. In experiment 1, as part of a door-to-door campaign 300 people were randomly assigned to: (a) a standard request for contributions (control); (b) the standard request plus the words, “even a penny will help”; or (c) the standard request plus the words, “a generous contribution would really help.” As hypothesized, asking for a generous contribution significantly decreased the percentage of people who donated and failed to increase the average size of contribution by those who gave. Inconsistent with previous findings, the even-a-penny condition did not increase donating. In the second experiment conceptually similar requests were made in a mail-out campaign: 6,000 requests were made—2,000 suggested relatively small amounts (options beginning at $5); 2,000 suggested large amounts (options beginning at $5); and 2,000 were unspecified with regard to recommended amount (control). As expected, compared to the control condition, asking for small amounts increased the proportion of donors to nondonors without decreasing the average size of contributions, while asking for large amounts decreased the proportion of donors to nondonors without increasing the size of contributions. It is suggested that the findings have important implications for charitable fundraising. |
