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Claire Heeryung Kim, Assistant Professor in Marketing, awarded 2019 SSHRC Insight Development Grant

Children on Sale: The Interactive Roles of Fundraising Promotion and Prosocial Identity on Charitable Intent

Charities have been exerting various strategies to increase their individual donor base. A recent fundraising campaign by one of the international charities, the Save-the-Children foundation, has caught my attention. In its child sponsorship program, child sponsors are usually asked to donate $30 and above every month. During the campaign period, however, the charity allows its existing sponsors to give at least $18, instead of $30, a month for sponsoring another child in need. The proposed program of research aims to test this ask strategy as a representative strategy by answering the following research questions: 1) How and why does offering a discounted rate for the targeted prosocial act influence persuasion? 2) How can marketing practitioners tailor the advertising messages to attract more donors who have different levels of prosocial identity?

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