Effect of Legitimizing Small Contributions and Labeling Potential Donors as “Helpers” on Responses to a Direct Mail Solicitation for Charity
Residents of a small Vermont town received one of four mail solicitations from a statewide charity drive. In one condition, designed to legitimize small contributions, the recipients were reminded at the end of the written appeal that “even a penny will help.” In a second condition, the recipients were told that they, like other residents of their town, were known to be concerned about others and received a small gift to reinforce that “helper” label, a bumper sticker reading “I Help Out.” In a second labeling condition, the recipients were told they were known to be proud of their state and received a bumper sticker to reinforce that label. Those in a control condition received a customary direct mail solicitation. Analysis showed that labeling potential donors as “helpers” did not substantially increase donations. Legitimizing small contributions tended to lower contributions, although the finding was not statistically significant. Techniques that work in other contexts to increase help-giving or compliance with requests must be applied cautiously in the context of direct mail fund-raising.