Nostalgia as a Fundraising Tool
US project will measure how the tendency to give is affected by treasured memories
Ford told Third Sector the UK study would talk to a broader range of donors by using online surveys as well as charities' donor lists.
"We will look at how the level of nostalgia felt by the person affects how much benefit they see from connecting themselves to a charity, which in turn leads to commitment and intent to donate," he said.
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