Decision frames and direct marketing offers: A field study in a fundraising context

Abstract

One of the major questions facing direct marketing fundraisers is “How much should we ask for?” If the asking amount is too high, fewer people might give. If the asking amount is too low, average donations might be reduced. This study was designed to answer this question. The results are encouraging for direct marketers. The presentation asking range affects the percentage of givers and the size of the gift. This implies that direct marketers can impact the donation choice process by manipulating the presentation of the asking range. This study represents a first step in understanding how context effects might benefit direct marketers.