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How we make donors feel: the relationship between premium benefit level and donor identity esteem


Adrian Sargeant, Indiana University, SPEA, 1315 East Tenth Street, Bloomington, IN 47405, USA.



  • Previous studies on promotions have tended to focus on the benefit to the organization of using different promotional benefit levels to incentivize purchase. By contrast, we focus on how perceptions of different benefit levels make individuals feel. We focus on the context of NPR membership where a station uses promotional premiums to incentivize giving to its annual fund. Employing a field survey of 25 895 donors, we find that premium benefit level is positively correlated with the importance of donor identity and negatively correlated with the private donor esteem associated with the organization.

Copyright © 2012 John Wiley & Sons, Ltd.