‘Losing Messages’ Boost Online Fundraising

October 6, 2014 11:17 AM

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‘Losing Messages’ Boost Online Fundraising

Breathless fundraising emails have become a staple of American politics. All year, donors and potential donors have been bombarded with pleas for money, often with dire warnings about the consequences for the candidates or causes if the recipients don’t pony up.

Well, it turns out there’s a method of sorts behind that pessimistic tone. A recent study by researchers at Harvard University’s John F. Kennedy School of Government and the University of California, Berkeley found that donors and would-be donors are more likely to click on a fundraising email and c...

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