The Best Research Available for Fundraisers: A Roundup

Fundraisers are constantly on the hunt for an edge that will help them raise more money from their current donors, and spur new ones to give.

The field has become increasingly sophisticated in recent years, and there is much to learn about human behavior that can help fundraisers improve results.

Recent studies have shown when it’s best to nudge donors for follow-up donations, how to develop strategies to tap into a donor’s social network online, and ways to bring up the delicate subject of making a bequest to charity after a donor dies.

Other studies, while not related directly to philanthropy, offer valuable insights that can help development shops improve their tactics.

Deciphering the jargon of academics can be a head-scratching exercise, so The Chronicle regularly seeks out the most relevant research for fundraisers and presents it in a straightforward way to make it useful.

The following is a roundup of incisive research findings we’ve featured in recent months, available to our subscribers:

• Researchers report an “empathy gap” between men and women.
• People are more generous when reminded of their own indulgences.
• Donors sometimes withhold gifts to highly rated, well-run organizations because they feel those groups can do more with less.
• When asking for a bequest, it’s good to talk about life, not death.
• Encouraging donors to spread the word on social media could backfire; often, people think others are just bragging, rather than touting a good cause.
• Millionaires have been shown to be more generous when their gift is pure charity and they don’t stand to benefit.
• Offering a gift can lead to a higher donation, but over time, donors who have received gifts may become stingier.
• Suggesting donation amounts may not increase giving.
• Better ratings can help smaller charities attract donations but don’t help larger nonprofits as much.
• Fundraisers may benefit from mentioning a modest previous donation early in the solicitation process.
• Nudging donors for follow-up gifts can result immediately in more donations but hurt fundraising over time.
• Requiring potential donors to acknowledge that they received a solicitation before, say, purchasing opera tickets, can lead to higher contributions.
• Donors who raise money from friends online often generate more gifts through smaller networks because the peer connections may be deeper.
• When suggesting a donation amount in a solicitation, using a figure that’s too low may keep donors from giving as much as they can.
• Donor recognition doesn’t need to be prominent to work, and might consist of something as simple as a link on a website.
• Dormant donors can be revived by injecting competition into giving.
• As charities brace for federal budget cuts, a West Virginia researcher has found that higher levels of government aid tend to draw more private support.
• Donors respond well to solicitations that are thoughtfully designed but are usually turned off by flashy, expensive invitations.