‘Independent’ people less likely to respond to charity appeals

Global quoted Katherine White, a marketing professor in the UBC Sauder School of Business, who co-authored a study that found people who pride themselves on being more independent are less likely to respond to public appeals for donations.

She said the lesson is that “organizations should be willing to change the language of the ‘ask’ based on interdependence or independence traits among donors, which may ultimately change response rates.”

A similar story appeared in the London Free Press.