Nostalgia as a Fundraising Tool
US project will measure how the tendency to give is affected by treasured memories
The project, led by John Ford, professor of marketing and international business at Old Dominion University in Virginia, US, will develop a scale on which charities can measure how the tendency to give is affected by evoking certain emotions and memories.
It builds on similar research he has undertaken in the US, and charities will be able to use the information to help them develop fundraising campaigns.
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