The Theory
Nonprofits that want to transform more website visitors into donors shouldn’t give them time to hem and haw over their decision. Instead, a recent study found, catch them unaware.
Many would-be online donors avoid solicitations if they know they are coming. The fewer hoops they have to jump through on a website before a donation request, the better.
“People are more likely to give if they are surprised by the ask and not given time to find reasons why they might not want to give,” said Ragan Petrie, a behavioral economist at Texas A&M University and one of the study’s authors.
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