Leveraging Creativity in Charity Marketing: The Impact of Engaging in Creative Activities on Subsequent Donation Behavior

Volume: 86, Issue: 5, Pages: 79 - 94
Published: Oct 16, 2021
Abstract
Charities are constantly looking for new and more effective ways to engage potential donors in order to secure the resources needed to deliver services. The current work demonstrates that creative activities are one way for marketers to meet this challenge. Field and lab studies find that engaging potential donors in creative activities positively influences their donation behaviors (i.e., the likelihood of donation and the monetary amount...
Paper Details
Title
Leveraging Creativity in Charity Marketing: The Impact of Engaging in Creative Activities on Subsequent Donation Behavior
Published Date
Oct 16, 2021
Volume
86
Issue
5
Pages
79 - 94
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