Nostalgia as a Fundraising Tool
US project will measure how the tendency to give is affected by treasured memories
Ford's American study asked more than 500 US donors who had given to charity in the previous 12 months about what made them feel happy, sad, lonely or angry. They were encouraged to remember significant events in their lives and write down how these made them feel. They were also asked if they were more likely to donate if the events were linked with a cause.
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