Charities may be waiting too long to get back in touch with potential donors they have provided services to, decreasing the likelihood of a gift, according to a recent study.
The study comes from Wharton School at the University of Pennsylvania. Professors Katherine Milkman and Judd Kessler, with assistance from Amanda Chuan, a former Ph.D. student, analyzed a university hospital system and included data from more than 18,000 donation requests. They found that an extra 30-day delay between the provision of medical care and a gift solicitation decreases the likelihood of a contribution by 30 percent.
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