The art of suggested donation amounts

An article in The Wall Street Journal examines research by Indranil Goswami, assistant professor of marketing in the UB School of Management that he conducted when he was doctoral student at the University of Chicago, about the art of suggested donation amounts for nonprofits. The article notes the research  found that large suggested donations increased the amount of money each donor gave, while small suggested donations increased the number of donors contributing to a campaign — but for the most part neither approach achieved both goals.

Read more:

http://www.wsj.com/articles/the-art-of-suggested-donation-amounts-1481511960