Organizational Fundraising: Further Evidence on the Effect of Legitimizing Small Donations
Organizational Fundraising: Further Evidence on the Effect of Legitimizing Small Donations
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DOI：
10.1086/208997
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发表时间：
1984-06
影响因子：
7.2
通讯作者：
J. Brockner;Beth Guzzi;J. Kane;E. Levine;Kate Shaplen
中科院分区：
文献类型：
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作者：
J. Brockner;Beth Guzzi;J. Kane;E. Levine;Kate Shaplen
此前的研究表明，通过与潜在捐赠者面对面接触，使微不足道的捐赠合法化，筹款人可能会增加分配给高度可见的慈善组织的资金数量。本研究表明，这种“合法化效应”也发生在通过电话和面对面接触要求捐助者向相对不太知名的组织拨款时。
Prior research has shown that by legitimizing paltry donations in face-to-face contact with prospective donors, fundraisers may increase the amount of money allocated to highly visible charitable organizations. The present study suggests that this “legitimization effect” also occurs when donors are requested to allocate funds to a relatively less well-known organization, through telephone as well as face-to-face contact.