The Effect of Pregiving Incentives on Perceptions of Charitable Organizations and Donation Behavior

摘要

s Charities often include pregiving incentives(hereafter,PGIs)in their donation request letters.In the past three years,PGIs such as coins and greeting cards,were included in approximately 40% of the total nonprofit mail volume(Paradysz + PM Digital Research 2016).Including PGIs requires resources that are already scarce for many nonprofits.Do the benefits of PGIs justify the costs? Additionally,it is unclear how different types of PGIs(monetary vs.nonmonetary)affect donation.