Today, Giving Tuesday, is a big day for charities. Most of them are taking part in this annual online campaign by clogging your inbox with requests for support. Successfully asking for money and knowing how to follow up is part science, part art – and a topic that’s central to the study of the modern mechanics of charity.

One common convention is for nonprofits to thank donors by phone. This isn’t just cordial, it’s strategic. Fundraisers typically swear that these calls make donors, especially new ones, more likely to give again. Yet when University of Southern California economist Anya Samek sought to measure this effect, what her research team found surprised her.

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Even if the thought counts, the effort might not be worth it. karen roach/Shutterstock.com

Calling donors to thank them doesn’t make them more likely to give again

Anya Samek, University of Southern California – Dornsife College of Letters, Arts and Sciences

Like any personal touch, there's a chance this common fundraising step makes people feel warm and fuzzy inside. But a five-year research project found that it doesn't make donors more generous.

Ethics + Religion

  • Faith made Harriet Tubman fearless as she rescued slaves

    Robert Gudmestad, Colorado State University

    Among Tubman's most daring feats was helping slaves escape. She believed she went into trances and had visions. These, to her, were God's way of guiding her, which made her quite fearless.

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Giving Tuesday

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Today’s quote

"Have you ever wondered how geese can appear to stand comfortably on ice or squirrels in snow in their bare feet?"

 

Is winter miserable for wildlife?

 

Bridget B. Baker

Wayne State University

Bridget B. Baker
 

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