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Do Thank-You Calls Increase Charitable Giving? Expert Forecasts and Field Experimental Evidence

Author

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  • Anya Samek
  • Chuck Longfield

Abstract

Calling to thank donors is considered a key fundraising strategy in the charitable giving industry. Yet the effectiveness of thank-you calls remains untested. We conduct field experiments with public television stations and a national nonprofit in which 500,000 new donors were randomized to receive a thank-you call or not. Fundraising professionals predicted that the calls—which followed standard practices in the industry—would increase donor retention by 80 percent. In stark contrast, we found a precisely estimated null effect of calls on donor retention.

Suggested Citation

  • Anya Samek & Chuck Longfield, 2023. "Do Thank-You Calls Increase Charitable Giving? Expert Forecasts and Field Experimental Evidence," American Economic Journal: Applied Economics, American Economic Association, vol. 15(2), pages 103-124, April.
    • Handle: RePEc:aea:aejapp:v:15:y:2023:i:2:p:103-24
    DOI: 10.1257/app.20210068
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    Cited by:

    1. Grodeck, Ben & Grossman, Philip J., 2024. "Instantaneous positive reinforcement does not increase donations: Evidence from online experiments," Journal of Economic Behavior & Organization, Elsevier, vol. 222(C), pages 446-460.

    More about this item

    JEL classification:

    • C83 - Mathematical and Quantitative Methods - - Data Collection and Data Estimation Methodology; Computer Programs - - - Survey Methods; Sampling Methods
    • C93 - Mathematical and Quantitative Methods - - Design of Experiments - - - Field Experiments
    • D64 - Microeconomics - - Welfare Economics - - - Altruism; Philanthropy; Intergenerational Transfers
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
    • L31 - Industrial Organization - - Nonprofit Organizations and Public Enterprise - - - Nonprofit Institutions; NGOs; Social Entrepreneurship
    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media

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