Trying to raise funds? A new Journal of Marketing study shows that letting donors decide which project to fund can boost revenues by more than 40%.

Read an in-depth recap of this research here: https://www.ama.org/2023/01/31/the-secret-to-fundraising-allow-donors-to-choose-how-their-money-is-spent/

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221148969

Reference:

Emilie Esterzon, Aurélie Lemmens, and Bram Van den Bergh, “Enhancing Donor Agency to Improve Charitable Giving: Strategies and Heterogeneity,” Journal of Marketing. doi:10.1177/0022242922114896

Narrator: Josephine Stein

Acknowledgments: Aman Soni

Topics: fundraising, donations, charity, charitable giving, agency, fundraising campaigns, choice, machine learning

The JM Buzz is a production of the Journal of Marketing and is produced by University FM.