March 24, 2013

Peer Pressure Makes Donors Give More Than Planned

GlobalGiving doubled its number of monthly donors by telling Web visitors that their gifts would be matched if 75 percent of supporters gave that often.

GlobalGiving, a charity Web site that matches donors with community-development projects, has discovered that when it comes to fundraising, peer pressure can work online as well as it does in person.

The charity wanted to know what would make people...

This content is available exclusively to Chronicle subscribers