Holiday contributions: What makes people upgrade to a recurring donation?
Tuesday, December 9, 2014 - 13:30
in Psychology & Sociology
Smaller recurring donations are generally more beneficial to a non-profit than larger, one-time donations, yet non-profits struggle to convince donors to move beyond one-time contributions. According to a new study in the Journal of Marketing Research, if donors believe that upgrading to a recurring donation will result in a matching donation, many will make the leap.